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THIS  ISSUE:— OCTOBER  ADVERTISING  BREAKS  MANY  RECORDS. 

1TOR&  PUBLISHER 

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S^ITE  1700  Tiiv<ees  BxjirjDiisro,  New  "Vohlic. 
f  4*2  S  T  ra.  e:  e:  T  awo  BpaoAUj'vsT'Arv" 

**"^"^7**?  *‘"*y  Newspaperd^  March,  1892;  The  Editor  &  Publisher,  December  7,  1901;  The  Editor  &  Publisher  and  Journalist.  October  30  1909- 

Advertising,  rttruary  7,  19^,  Revised  entry.  Editor  &  Publisher,  May  11,  1916,  at  the  Post  Office  at  New  York,  N,  Y.,  under  the  act  of  March  3,'  IRTo  *  * 


Vol.  58.  No.  24 


NEW  YORK,  NOVEMBER  7,  1925 


By  Mail  in  Advance  $4,  U.  S.  A. 
$4.M,  Canada;  $S,  Foreign 


lOc  Per  Copy 


The  charts  below  represent 
three  graphic  reasons  why 
publishers  seeking  to  in¬ 
crease  their  National  Ad¬ 
vertising  revenues  should 
use  The  Chicago  Tribune. 


721 

ouiudc^ 


In  the  territory  covered  by  The 
Tribune  (Zone  7)  are  to  be  found 
287r  of  advertisers  doing  a  national 
business. 


fAxrtiMnq^qt 


le/iaeh 


■22%\ 
infhe.  \ 
duxt^Tantor^y 


78% 

auUidty 


B^r  of  the  total  number  of  adver- 
Hiing  agencies  are  to  be  found  in  The 
Chicago  Territory.  . 


''^^^cpen(iikur^(fyy^ 

i^CLC)(m£Ujw  manaimei. 


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ouiuik^ 


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(tomodixihiMK 

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dkoxqallerfqimj 


I 

I 


During  1924  28%  of  the  money  spent 
b>'  National  Advertisers  in  29  lead- 
ing  magazines  came  from  advertisers 
located  in  The  Chicago  Territory. 

‘Not  only  in  Chicago  but  in  more  than 
other  communities  throughout 
Illinois,  Indiana,  Iowa,  Michigan  and 
"ilfisconsin.  The  Chicago  Tribune  is 
fcad  every  morning  by  an  overwhelm- 
liiK  majority  of  the  manufacturers, 
■inkers,  lawyers,  executives  and 
Pusiness  men  generally. 


Buying  Space 
to  Sell  Space 

Fortune  has  been  exceedingly  good  to  business  this 
fall.  Publishers  have  felt  the  exhilarating  touch  of  pros¬ 
perity  as  the  valume  of  circulation  and  advertising 
gains  can  testify.  But  1926  should  see  even  greater 
gains.  Even  the  most  conserv  ative  of  our  business  fore¬ 
casters  admit  an  unusually  bright  outlook  for  the  com¬ 
ing  year. 

Lhe  C'hicago  Tribune  has  had  a  banner  year.  Circulation  has  increased 
and  advertising  revenues  are  the  greatest  in  the  history  of  The  Tribune. 
In  fact  The  Tribune  has  the  largest  revenues  of  any  newspaper  on  earth; 
and  this  distinction  is  inseparably  connected  w  ith  the  fact  that  The  Trib¬ 
une  is  itself  a  consistent  and  adequate  advertiser  of  itself.  So  far  this  year 
Lhe  Tribune  has  spent  $81,000  in  other  newspapers. 

d'he  C>hicago  Tribune  not  only  sells  advertising  but  believes  in  advertis¬ 
ing  and  buys  advertising. 

This  advertising  schedule  is  as  much  a  part  of  The  rrihune’s  policy  as  its 
editorial  policy. 

The  use  of  this  space  has  been  mainly  to  increase  National  Advertising  by 
hard  intelligent  selling  of  National  Advertising  in  individual  papers. 

Fhe  (diicago  Tribune  will  he  glad  to  give  any  other  newspaper  the  bene¬ 
fit  of  its  successful  experience  in  the  development  of  National  Advertis¬ 
ing.  A  request  will  bring  a  Tribune  man  who  will  discuss  the  use  of 
C^hicago  Tribune  space. 


j  \  W  o  yl  cCis  G  r  e  a  t  e  .3?  V..  . 

I  Circulation  Over  670,000  Daily  and  Over  1,000,000  Sunday 


■  ■■■■HlJIJLiJU 


Editor  &  Publisher  for  IS  o  v  e  m  b  e  r  7  ,  1925 


THE  BIRTH  RATE  IS  HIGH  IN 

THE  SOUTH 

AND  THE  DEATH  RATE  IS  LOW 


The  population  is  rapidly  increasing  also  because  of  the  steady  stream  of  new  arrivals  from  all 
parts  of  the  world. 

There  are  certain  economic  forces  at  work,  greater  than  the  power  of  man  to  stay  them. 

These  forces  are  attracting  various  industries  to  the  South  that  have  been  considered  a  natural 
and  permanent  part  of  other  sections  of  the  industrial  world.  There  is  unlimited  territory  for 
the  development  and  expansion  of  these  industries  and  there  will  be  available  an  abundant  supply 
of  suitable  labor. 

The  South  offers  ample  banking  facilities.  Public  service  is  highly  developed  and  supplied  at 
low  rates. 

The  South  has  been  laying  a  foundation  for  present  and  future  prosperity  reflected  in  its  cheap 
power,  gocd  roads  and  growing  diversification  of  agriculture  and  industry. 

They’re  busy  down  South — already  rich,  they’re  growing  richer — the  only  visible  idleness  is 
voluntary — earning  power  is  great — buying  power  is  great. 

Opportunity  for  distribution  and  sales  promotion  of  commodities  was  never  greater. 

The  newspaper  was  a  factor  in  the  wonderful  development  of  the  South. 

The  newspapers  of  the  South  will  present  your  product  to  the  territory  they  have  helped 
develop.  They  will  supply  you  with  proper  territorial  information  and  merchandising  coop¬ 
eration. 


[ 


THIS  LIST  OF  NEWSPAPERS 
ARE  LEADERS  IN  THE  SOUTH 


]: 


ALABAMA 

t+Anni«ton  Star  . (E) 

'•Mobile  News-Item  . (E) 

••Mobile  Regrister  . (M) 

••Mobile  Reirister  . (8) 


FLORIDA 

•Daytona  Daily  News . (E8) 

••Florida  Times-Union  (M)  42.376 . (8) 

ttLakeland  Ledger  . (E) 

•Miami  Herald  . (M) 

•Miami  Herald  . (8) 

•‘Orlando  Reporter-Star  . (E) 

••Orlando  Sentinel  . (M&8) 

••Pensacola  News  and  Journal . (EM) 

tSt.  Petersburg  Independent . (E) 

••Tampa  Times  . (E) 

“Tampa  Tribune  (M)  28.249 . (3) 

•‘West  Palm  Beach  Post . (M) 


GEORGIA 

••Augusta  Herald  . (E) 

••Augusta  Herald  . (8) 

••Macon  Telegraph  . (M) 

••Macon  Telegraph  . (8) 

•‘Savannah  Morning  News  (M).  21.015.(8) 


Circu¬ 

lation 

5,546 

11,663 

20.544 

32.421 


4.036 

54.610 

4.283 

31.499 

36.498 

5.124 

6.172 

8.689 

10.087 

19.228 

43.968 

8.638 


14.561 

14.420 

26.753 

27.165 

22.204 


2.500 

Lines 


.035 

.05 

.08 

.025 


10.000 

Lines 


.035 

.05 


.035  .035 

.12(8.15)  .12(8.15) 


.03 
.09 
.10 
.035 
.05 
.06 
.055 
.06 

.09(.118) 

.06 


.03 
.09 
.10 
.035 
.05 
.06 
.055 
.06 

.09(.11S) 

.06 


.08  .08 

.08  .08 

.06(.078)  .06(.078) 


Circu- 

2.500 

10.000 

latio.n 

Linet 

Lines 

NORTH  CAROLINA 

ttGreensboro  Daily  News . 

...(M) 

25.968 

.08 

.07 

ttOreansboro  Daily  Neva . 

....(8) 

31,422 

.08 

.08 

'ti’Raleigh  News  and  Observer . 

....(M) 

31,460 

.07 

.07 

ttRaleigh  News  and  Observer . 

....(8) 

35.258 

.07 

.07 

ttWinston-Salem  Journal  . 

....(M) 

12.357 

.05 

.05 

1~fWinston*Salem  Journal  . 

....(8) 

12.607 

.05 

.05 

**Winston>Salem  Sentinel  . 

....(E) 

16.132 

.06 

.06 

SOUTH  CAROLINA 

••Columbia  State  . 

....(M) 

23.663 

.07 

.07 

*^*Cohimbia  State  .  . 

- (8) 

24.838 

.07 

.07 

**Greenville  Newi*  . 

....(M) 

21.704 

.075 

.07 

•‘Spartanburg  Journal  . 

....(E) 

4.172  1 

.05 

.05 

••Spartanburg  Herald  (M)  7.252. . 

9.939  I 

TENNESSEE 

••Chattanooga  Times  . 

....(M) 

30.203 

.10 

.10 

••Chattanooga  Times  . 

. (8) 

30.230 

.10 

.10 

••Memphis  Commercial  Appeal _ 

....(M) 

99.989 

.18 

.18 

••Memphis  Commercial  Appeal _ 

. (31 

126.063 

.21 

.21 

••Nashville  Banner . . 

. (E) 

51.750 

.11 

.11 

**Nashvill6  Banner  . 

. (3) 

54.748 

.12 

.12 

VIRGINIA 

^*Danville  Register  and  Bee . . 

..(MAE) 

12.644  1 

.05 

.05 

**Danvill6  Register  (Sunday) . 

8.300  ( 

••Newport  News  Times-Herald. . . 

. (E) 

7.791  1 

.05 

.05 

••Newport  News  Daily  Press . 

..(SAM) 

5.708  1 

••Roanoke  Times  &  World  News.. 

..(MAE) 

25.658 

.07 

.07 

••Roanoke  Times  . 

. (3) 

16.672 

.06 

.06 

••Staunton  News-Leader  (M).  Leader.. (£) 

6.541 

.035 

.035 

KENTUCKY 

••Lexington  Leader  . (E)  18.171 

••Lexington  Leader  . (8)  18.506 

••Paducah  Sun  . (E)  9,353 


,06 

,06 

,04 


,06 

.06 

.04 


•  A.  B.  C,  Statement.  March  31.  1925. 
t  Government  Statement.  March  31.  1925. 

••  A.  B.  C.  Statement.  September  30.  1925. 
tt  Government  Statement.  September  30  1925. 


Editor  &  Publisher  for  November  7,  1925 


GRANTLAND 

RICE 


Every  major  sporting  event  of  the  year  is 
covered  by  Grantland  Rice  for  the  news¬ 
papers  that  use  his  great  daily  feature 

“The  SPORTLIGHT’* 

BASEBALL  FOOTBALL 
HGHTS  TENNIS 

GOLF 

ALL  CHAMPIONSHIPS 
m  SPORTS 


*^><-kerbockeT  P^e»« 

Weather; 

Today;  c/oudy  Tom6rrow. 


^  read- 
f  untiJ  . 


I  I  Big  rra^iTVTg  Major 

I  I  ^  Wins 

V  I  World  Series  aame. 

’  45,000 

Curves 

I  ^6^1  Gives  Only 

^  (  Pive  Hits. 

HARRIS 

Opens  Raiij, 

I  and  Aldridje  ’ 

I  Pitchers  Today 

I  PITTSBURGH,  or  ' 

burgh-  on  schedule  *’'“»• 

I  “oon.  leaving  "‘er- 

i  «®oke  In  ita  v 

(;rake  than  even  #  ''-"-A 

bad  ever  seen. 

©  Old  Barney 
came 


a  cyclone  blcw°a 

from,  the  broad / 
plains  of  Coffey-l^^Bbf 
»ine.  Kansas,  andgk^^^: 

•  °  It  hadlB^t^ 

iwVr*'  along 
Pittsburgh's  dream 

mangled  wreck  imnn  !u  »» 

I  Unkempt  Fate,  ^  of 

”b„‘;oo*'’deep'’rhu‘'^* 

4*,”^*"*^  yocngstera 
1  »»  «.0O0  Mmis 
Train 

-  a  Iralr 


NetP^orkHrrald  ©ribum  ^gndicatc 


Editor  &  Publisher  for  November  7,  1925 


Selling  Footwear 

IN 

PHILADELPHIA 

Philadelphia,  having  the  third  largest  population  in  the  United  States,  is  naturally  a  very 
important  market  for  the  maker  of  shoes  and  stockings,  shoe  polishes  and  other  things  sold  in 
Retail  Shoe  Shops. 

With  more  than  three  million  consumers  in  Philadelphia,  Camden  and  their  vicinity,  it  offers 
particularly  attractive  possibilities  to  those  who  seek  a  concentrated  outlet  for  the  products  of  their 
factory. 

hat  local  advertisers  do  is  probably  the  best  guide  to  national  advertisers  in  sizing  up  the 
situation  in  any  city.  Nearly  every  Philadelphia  retail  merchant  that  advertises  uses  The  Bulletin. 
Follow  him,  he  knows! 

Send  for  a  free  copy  of  THE  BULLETIN  ROUTE  LIST  OF  SHOE 
DEALERS  IN  PHILADELPHIA  AND  CAMDEN.  It  will 
be  of  great  help  to  your  salesmen  when  calling  on  the  trade. 


DOMINATE  PHILADELPHIA 

Oeate  maximum  impression  at  one  cost  by  concentrating  in  the  newspaper 

“nearly  everybody”  reads — 


OEteuii®  Bulktiu. 

PHILADELPHIA’S  NEWSPAPER 


In 

PhiladelpMa 

nearly  everybody  reads 

JbeBuUetiri 


520,072  JtsS' 

Average  daily  net  paid  circulation  for  the  six  months  ending 
September  30,  1925. 

The  circulation  of  the  Philadelphia  Bulletin  is  the  largest  in 
Philadelphia  and  is  one  of  the  largest  in  the  United  States. 


NEW  YORK 
247  Park  Avenue 
(Park-Lexington  Buihling) 


CHICAGO 

Verree  &  Conklin,  Inc. 
28  E.  Jackson  Boulevard 


DETROIT 

C.  L.  Weaver,  Verree  &  Conklin,  Inc. 
117  Lafayette  Boulevard 


SAN  FRANCISCO 

Thomas  L.  Emory,  Verree  &  Conklin,  Inc. 
681  Market  Street 


KANSAS  CITY,  MO. 

C.  J.  Edelmann,  Verree  &  Conklin,  Inc. 
1100  Davidson  Bldg. 


(CopTrifht  19ZS— Bulletin  Company) 


'  t 


EDITOR  &  PUBLISHER 

Issued  every  Saturday,  forms  closing  ten  P.  M.  Thursday  preceding  Publication  by 
The  Editor  &  Publisher  Co.,  J.  W.  Brown,  Publisher;  Marlen  E.  Pew,  Editor; 

Suite  1700  Times  Building,  42nd  St.  at  Broadway,  New  York.  Telephone,  Bryant 
3052-3053-3054-3055-3056.  Charter  Member  Audit  Bureau  of  Circulations. 


Vol.  58 


NEW  YORK,  NOVEMBER  7,  1925 


No.  24 


Landslide  of  Fall  Trading  Drives  Press 
To  New  High  October  Linage  Records 

I  Some  Papers  Show  14  Per  Cent  Gains — ^Widespread  Prosperity  Reported — Brilliant  Holiday  Season 
Indicated — Year  Totals  May  Smash  Many  Records — 1  925  Ranking  With  1  920 


W'lTH  frost  on  the  pumpkin,  savory 
”  mincemeat  perfume  in  the  air  and 
the  jingle  of  Christmas  shopping  bells 
famtly  echoing  across  the  continent  ad- 
!  rertising  men  are  speculating  on  1923 
newspaper  linage  totals. 

If  the  currents  of  business  are  not 
disturbed  during  the  last  quarter  of  the 
year  1925  will  bulk  its  linage  totals 
vastly  in  excess  of  those  of  1924,  which 
was  also  a  first-class  year.  The  present 
I  year  of  grace  will  put  good  old  1923 
'  totals  completely  in  the  shade.  Many 
!  newspapers  are  scoring  new  high  records. 

!  Reports  received  by  Editor  &  Pub- 
'  USHER  this  week,  detailing  October  ad¬ 
vertising  volume  in  the  newspapers  of 
some  25  key  cities,  show  that  the  average 
run  of  paid  space  at  the  present  time  is 
from  10  to  15  per  cent  greater  than 
during  the  Fall  season  of  1924. 

Prosjierity  is  in  the  air  from  Atlantic 
to  Pacific,  from  border  to  border.  Mer- 
diandise  is  everywhere  in  active  demand, 
prices  are  favorable,  the  season  is  normal, 
crops  are  excellent,  the  people  are  em¬ 
ployed,  money  is  flowing  and  never  be- 
;  fore  have  advertisers  used  newspaper 
I  space  to  better  advantage.  Indeed,  it 
is  a  commonplace  among  advertisers  that 
judicious  publicity  is  at  present  paying 
out  the  highest  dividends  ever  known  in 
the  trade  of  this  country  in  a  normal 
year. 

In  the  East  October  1925  newspaper 
linage  ran  greatly  in  excess  of  last 
year’s  figures  have  completely  out-dis¬ 
tanced  1923.  Take  New  York  as  the  shin¬ 
ing  example.  The  aggregate  linage  gain  of 
the  newspapers  was  more  than  two  mil¬ 
lions,  whereas  October  of  1924  fell  short 
more  than  a  million  of  the  total  for  the 
same  month  of  1923.  New  York  de¬ 
partment  stores,  specialty  shops  and 
general  retailers  of 
hnmded  merchan- 
dise  are  hotly  con¬ 
testing  the  f  i  e  1  d  R  T  T'’  Of 

with  some  of  the 
most  brilliant  ad-  r  ,, 

rertising  that  the  FoUormng  a, 

metropolis  has  ever  runmngm  the  p 
rr...  ‘Vu  •  eifv,  except 

The  press  is  tober  1924  wem 

Imlging  with  this  ^  “ 

^•mmerce.  Rarely 

before  have  the  New  York  (all; 

Streets  been  more  Chicago  (alO  . 

rolorful  in  a  Fall  Indianapolis  (all 

season.  Editor  &  Kansas  City  (all 

PmiSHER  is  in-  St.  Louis  (all) 
tormed  that  the  Houston  (all)  . 

•New  York  stores  (Cleveland  (three  papers)  , 

>re  looking  for-  Minneapolis  (all 

jwrd  to  the  biggest  St.  Paul  (all)  . 

noliday  trade  in  Fresno  (all)  . . 

mtory.  Even  now  Cincinnati  (all) 

th*  stores  are  Paltimore  (all) 

twonged  with  buy-  Memphis  (all) 

New  Orleans  (: 

October  was  the  Miami  (three  pt 

^8est  month  in  Birmingham  (al 

the  history  of  ad-  Salt  Lake  City 

Wising  in  Boston. 

A-  H.  Marchant,  Total  _ 

pf  the  Boston  Post, 
th  a  telegram  re- 


ceived  on  Wednesday,  said:  “October 
broke  all  records  for  Post  linage,  as  well 
as  for  some  of  the  other  Boston  papers. 
The  total  increase  in  display  advertising 
of  the  Boston  papers  over  October  of 
la.st  year  was  more  than  a  half  million 
lines.  The  whole  year,  to  date,  has  been 
the  best  ever  known  and  the  outlook  for 
Fall,  Winter  and  Spring  is  exceptionally 
good.’’ 

Philadelphia  newspapers  are  having 
their  share  of  prosperity,  all  reporting 
exceptional  October  gains,  in  instances 
breaking  records.  The  same  is  true  of 
Washington.  In  Wilmington  October 
showed  a  heavy  increase  and  the  pub¬ 
lisher  of  Every  Evening  wired:  “Pros¬ 
pects  for  local  business  were  never  bet¬ 
ter  and  this  applies  to  all  classes  of 
trade.” 

The  Baltimore  papers  gained  nearly 
a  half  million  lines  in  October  over  the 
same  month  a  year  ago.  “I  look  for 
Continued  record-breaking  linage,”  said 
VV^  F.  Schmick,  business  manager  of  the 
Baltimore  Sun.  “The  majority  of  the 
stores  are  telling  us  that  they  are  having 
their  best  season.  Many  new  advertising 
accounts  are  breaking.” 

.•\t  Richmond,  The  Xcii’s-I.eader,  ac¬ 
cording  to  a  report  to  Editor  &  Pub¬ 
lisher,  made  an  October  gain  of  more 
than  72,000  lines.  “Business  conditions 
are  fine.  National  advertising  has  been 
increasing  constantly  and  the  holiday  out¬ 
look  here  is  splendid,”  said  the  manage¬ 
ment  of  that  newspaper. 

Birmingham  leaped  ahead  of  October 
1924  totals  by  more  than  a  quarter  of  a 
million  lines.  “Conditions  here  indicate 
that  we  will  break  all  records  in  1925, 
including  our  banner  year  of  1920,”  the 
Birmingham  News  reported. 

In  .\tlanta  three  newspapers  during 


October  published  a  total  advertising 
linage  of  3,739,952.  Charles  D.  Atkin¬ 
son,  business  manager  of  The  Jour^ial, 
said :  “Atlanta  bank  clearances  for 

several  months  have  exceeded  the  per¬ 
centage  of  increase  for  any  other  city 
of  Atlanta’s  size.  The  post  office  re¬ 
ceipts  for  months  have  surpassed  the 
receipts  for  the  corresponding  month  last 
year.  The  stores  generally  reixirt  the 
largest  October  business  in  their  history. 
Prevailing  opinion  among  .\tlanta  busi¬ 
ness  men  is  that  sales  are  based  on  the 
soundest  foundation  ever  known  here 
and  that  a  steady  increase  can  be  ex¬ 
pected,  much  more  desirable  than  rapid 
inflation.” 

New'  Orleans  newspapers  stacked  up  a 
total  October  linage  of  nearly  a  million 
more  than  in  1924,  and  in  that  year  they 
had  a  gain  of  more  than  850,000  over 
1923.  One  new  morning  paper  has  been 
add  to  the  field,  but  business  in  New 
Orleans  is  breaking  records  in  all  direc¬ 
tions  this  year  and  ailvertisers  are  using 
the  daily  press  as  never  before.  Said 
the  management  of  the  Times-Pieayune: 
“We  expect  a  total  advertising  linage  of 
eighteen  million  for  the  year,  which 
would  be  a  million  more  than  our  peak 
year,  1920.” 

“Business  conditions  are  e.xcellent  and 
the  outlook  on  every  side  is  good,”  re¬ 
ports  the  Memphis  (Tenn)  Commercial 
Appeal.  “Our  territory  is  picking  a  record 
cotton  crop.  Tl|e  price  has  declined,  but 
much  of  the  crop  was  already  sold  at 
high  price.  We  look  for  a  wonderful 
holiday  season.”  Menphis  newspapers  in 
October  ran  ahead  of  the  corresponding 
month  of  last  year,  despite  a  huge  gain 
then  over  1923. 

Florida  press  prosperity,  of  course,  is 
simply  amazing.  For  instance  take  the 


BIG  OCTOBER  LINAGE  GAINS  IN  TYPICAL  KEY  CITIES 


Following  are  neivspaper  October  linage  records,  selected  at 
running  in  the  press  of  the  country.  The  figures  represent  the 
each  city,  except  where  noted.  On  the  basis  of  this  comparison 
tober,  1924,  was  about  14  per  cent. 


random,  indicating  the  huge  volume  of  paid  space  now 
aggregate  linage  of  all  of  the  neu'spapers  published  in 
the  average  linage  increase  for  October,  1925,  over  Oc- 

1924  Gain 


Memphis  (all) 


October,  1925 

October,  1924 

1925  Gain 

October,  1923 

or  loss 

17.387,908 

15,315,626 

2.072,282 

16,466,140 

1,150,514* 

8,824,605 

7,710,093 

1,114.512 

7,406,350 

313.743 

3,641,151 

3,149,991 

641,151 

3,057.516 

92,475 

3,638,630 

3.491,432 

147,198 

3,330,975 

160,457 

4,904,920 

4,624,620 

280,300 

4,311,240 

313,380 

2,712.864 

2,711,982 

882 

4.461.856 

4,094,482 

366,374 

3,963.764 

130,718 

3.437,012 

3.217.794 

219,218 

3,349,523 

131,729* 

2.920,078 

2,389,170 

530,908 

2,416.756 

27,586* 

1,322,062 

1,294,580 

27,482 

1,289,709 

4.871 

3,690,162 

3,536,442 

153,720 

3.325.152 

211,290 

4,913,607 

4.497.219 

416,388 

4.867,060 

369,841* 

2,815,848 

2.799,476 

16,374 

2,551, 3(M 

248,172 

4,238,479 

3,317,839 

920.640 

2,458,329 

859,510 

10,500,212 

3.527,604 

6.972.608 

2,928,618 

2,663,906 

264.712 

2.470.454 

193.452 

2,083,368 

2.043,986 

39.382 

1,952.552 

91,434 

81,390,308 

71.893,392 

(incomplete) 

♦Ixiss. 

October  figures  for  three  newspapers  re¬ 
porting  to  Editor  &  Bubi.ishe;r  from 
Miami.  These  three  papers  carried  in 
the  month  10,500,212  lines,  gaining  nearly 
seven  million  over  October  1924.  Three 
Miami  newspapers  in  (October  carried 
five  eights  as  much  advertising  as  all  the 
New  York  newspapers.  This  business, 
naturally,  represents  in  the  main  the 
astounding  land  boom.  “The  Miami 
Herald's  total  linage  record  for  the  first 
ten  months  of  the  year  was  24,106,030, 
which  exceeds  the  world’s  record,  ac¬ 
cording  to  a  wire  receiver!  this  week 
from  Cliarles  S.  Bates,  the  advertising 
manager. 

The  Tampa  Tribune  carried  2,544,038 
lines  of  advertising  in  October,  against 
1,083.736  in  October  last  year.  J.  H. 
Hampton,  the  advertising  manager,  said : 
“Every  indication  points  to  continued  im¬ 
provement  and  big  increases  in  the  coin¬ 
ing  two  months.  We  could  carry  more 
business  if  we  had  adequate  facilities.” 
These  are  but  indications  of  the  whirl¬ 
wind  of  business  that  has  overtaken  the 
press  of  the  “newly”  discovered  land  of 
tropical  enchantment. 

Turning  Westward  the  Fall  prosperity 
reports  to  Editor  &  Publisher  were  on 
a  par  with  those  of  key  cities  in  the  east 
and  .south.  In  Chicago  the  aggregate 
October  total  of  all  of  the  newspapers 
ran  more  than  a  million  lines  ahead  ot 
the  corresponding  month  in  1924.  Chi¬ 
cago  papers  are  breaking  records.  For  in¬ 
stance,  the  linage  for  October  for  Chicago 
Tribune  was  the  largest  in  the  history  of 
that  newspaper.  The  business  manage¬ 
ment  of  the  Tribune  this  weec  reported: 
“Advertising  men  here  expect  record  busi¬ 
ness  to  continue.  Trading  is  remarkably 
active  in  every  department.” 

The  aggregate  total  paid  linage  of  three 

_ newspapers  of 

~  Cleveland  ran 

ahead  of  the  fig- 

r^T'T'TRQ  tires  established 

^  mo  J^y  ^ 

,  .  . ,  .  third  of  a  million. 

'’C  7-  The  October  linage 

apers  pibhshed  m  Indiana,^- 

cr.  192a.  over  Oc-  newspapers  was 

1924  Gain  3,64 1,151,  compared 

3  or  loss  with  last  year’s  to- 

1,150,514*  tal  of  3,149,991.  The 

'313  743  Indianapolis  Ne7i<s 

92,475  management  wired 

160,457  Editor  &  Publish- 

313,380  er:  “This  October 

was  the  biggest 
13(),718  month  in  the  his- 

13L729*  of  the  News 

27!586*  3nd  we  expect  ex- 

4!871  cellent  business  in 

211,2%  November  and  De- 

369!841*  cember.”  Total  Oc- 

248,172  tober  linage  in  all 

859,510  Cincinnatti  news- 

_ papers  was  3.690,- 

193,452  a  gain  over  Oc- 

91  434  tober  of  last  year, 

of  153,720  and  busi- 
♦Ixiss.  there  was  said 

to  be  remarkably 
active.  (See  p.  4.) 


4 


Editor  &  Publisher  for  November  7,  1925 


The  following  are  the  October  advertis¬ 
ing  records  for  Minneapolis;  Journal, 
1,438,754,  compared  with  the  October  1924 
record  of  1,268,892;  Tribune,  October 
1925,  1,452,^5,  against  1,411,505  for 
October  last  year;  Star,  545,892,  for  1925, 
compared  with  537,397  for  October  last 
year.  E.  I.  Harlow,  advertising  manager 
Minneapolis  Journal,  said:  “There  is 
every  indication  here  that  record  business 
will  continue.” 

St.  Paul  newspapers  gained  in  excess 
of  a  half  million  lines  in  the  October 
comparison.  R.  T.  Snodgrass,  of  St.  Paul 
Dispatch  Pioneer-Press,  wiring  Editor  & 
Publisher  said:  “November  will  show 
still  larger  increases.  It  looks  like  a 
sure  record  year  until  the  year’s  end. 
Excellent  business  in  this  district.” 

The  total  paid  advertising  of  all  the 
St.  Louis  papers  in  October  this  year 
exceeded  last  year’s  total  by  more  than 
a  quarter  of  a  million  and  George  M. 
Burbach,  of  St.  Louis  Post-Dispatch  srdd : 
“Present  indications  are  that  the  news¬ 
papers  will  enjoy  an  unprecedented  volume 
of  local  and  national  advertising  this  year 
and  at  least  during  the  early  part  of  1926. 
Conditions  never  looked  better  in  St. 
Louis.” 

Substantial  gains  were  made  by  all  the 
newspapers  at  Kansas  City :  _  “All  con¬ 
ditions  are  favorable  for  a  big  business 
during  the  rest  of  the  year,”  the  Kansas 
City  Star  reported.  “Building  permits, 
postal  receipts,  grain  and  live  stock  prices 
and  local  trading  all  go  to  indicate  a 
healthy  condition  throughout  the  south¬ 
west.  October  1925  was  the  Star’s  biggest 
month  in  advertising  linage.” 

Houston,  Texas,  newspapers  made  a 
slight  gain  in  October  over  last  year  and 
both  Houston  and  Dallas  reported  to 
Editor  &  Publisher  that  conditions  in 
that  state  were  first-class  and  that  the 
outlook  for  holiday  trade  was  excellent. 

Salt  Lake  newspapers  in  October  bet¬ 
tered  the  total  of  last  year  and  the  man¬ 
agement  of  the  Salt  Lake  Tribune,  had 
the  following  to  say ;  “The  inter-mountain 
country  and  particularly  Salt  Lake’s  trad¬ 
ing  territory,  has  had  a  notable  improve¬ 
ment  in  business  conditions.  There  are 
bumper  crops  in  both  Utah  and  Idaho  and 
prices  are  high  for  agricultural  commodi¬ 
ties.  Conditions  surrounding  the  Utah 
metal  mining  industry  are  basically  sound 
and  there  is  a  marked  improvement  in 
live  stock  industrial  conditions.  These 
circumstances  have  united  to  create  a  most 
satisfactory  condition.  There  is  every 
reason  to  lielieve  that  Salt  Lake’s  holiday 
season  will  show  an  increase  of  from  15 
to  20  per  cent  over  last  year.  During 
the  past  eight  weeks  the  volume  of  retail 
trade  has  advanced  from  15  to  20  per  cent 
over  the  corresponding  period  of  a  year 
ago.  Merchants  are  anticipating  an  equal 
or  larger  increase  in  December.  Utah’s 
crops  on  a  price  basis  are  valued  at 
$55,000,000,  or  ten  millions  more  than  the 
farmers  received  in  1924.  Utah  business 
will  run  ahead  of  the  peak  year  of  1919.” 

Tremendous  advertising  gains  are  re¬ 
ported  for  every  month  during  1925  over 
the  corresponding  months  of  the  previous 
year  by  the  Denver  Post  and  the  manage¬ 
ment  of  that  newspaper  said:  “Business 
here  is  in  splendid  condition,  with  wonder¬ 
ful  prospects  for  the  balance  of  the  year.” 

Los  Angeles  had  a  slight  decline  in 
October  linage,  under  that  of  last  year’s 
October.  The  figures  are  as  follows: 
For  1925,  7,469,140;  for  1924,  7,507,052. 
In  1923  the  aggregate  October  linage  of 
the  Los  Angeles  newspapers  was:  8,589,- 
840.  Business  conditions  in  Los  Angeles 
are  reported  improved  by  1.  R.  Smith, 
advertising  manager  of  Los  Angeles 
Times,  who  predicts  good  trading  condi¬ 
tions  for  the  balance  of  the  year. 

J.  A.  Callahan,  of  San  Francisco  Ex¬ 
aminer,  wired:  “The  local  situation  is 
excellent  and  the  outlook  is  good  for  rec¬ 
ord  business  until  the  end  of  the  year. 
Examiner  total  October  linage  this  year 
was  1,757.294  against  last  year’s  1,650,717.” 

Total  Fre.sno  linage  for  October  showed 
a  substantial  gain  and  business  there  is 
reported  to  be  vastly  improved. 

Unprecedented  favorable  conditions  pre¬ 
vail  at  Portland,  the  newspapers  report¬ 
ing  significant  October  gains.  For  in¬ 
stance,  the  Oregonian  said  that  its  1925 
linage  was  the  largest  since  October  1920 


and  that  the  indications  were  that  the 
year  would  break  all  records  except  1920. 

At  Seattle  business  activity  is  reported 
on  a  high  scale  with  all  of  the  news¬ 
papers  participating  in  prosperity.  The 
majority  of  people  in  Seattle  are  reported 
at  work,  and  indication  for  the  holidays 
unusually  favorable. 

These  are  snapshots  taken  on  a  hop- 
skip  telegraph  survey  of  the  country  by 
Editor  &  Publisher,  with  many  omis¬ 
sions  of  important  centers  and  important 
newspapers,  but  highly  significant  of  a 
bumper  newspaper  advertising  crop  in 
1925. 


ments  have  been  made  for  the  most 
adequate  telegraph  and  telephone  ser¬ 
vice.  We  are  certain  the  new  building 
will  prove  a  real  headquarters  for  the 
active  working  newspaper  correspondents 
of  Washington,  and  one  in  which  the 
newspa^rs  represented  may  take  a  gen¬ 
uine  pride  as  reflecting  the  growing  im¬ 
portance  of  national  journalism.” 


PAN  PRESS  MEET  Toi 
PROBE  NEWS  PROBLEMS  | 


BUY  MARYSVILLE  DEMOCRAT 


McKechnie  Group  Take  Coast  Daily  at 
Reported  $85,000  Price 


PRESS  CLUB  BUILDING 
PLANS  PROGRESSING 


John  Hays  Hammond  Named  President, 
Temporary  Board  Directors,  of 
$9,000,000  Club  Home 
Project 


Washi.n'cto.n,  D.  C.,  Nov.  4.— John 
Hays  Hammond  has  been  elected  pres¬ 
ident  of  a  temporary  board  of  directors 
of  the  National  Press  Club  Realty  Hold¬ 
ing  Corporation  at  a  special  meeting  at 
wjiich  plans  for  the  completion  of  the 
National  Press  Building,  for  which  the 
corporation  will  act,  were  reported  to 
have  made  considerable  progress. 

The  building,  to  be  erected  at  a  cost 
of  $9,000,000,  is  expected  to  be  ready  for 
occupancy  by  Nov.  1,  1926. 

Besides  Mr.  Hammond,  Henry  L. 
Sweinhart,  jiresident  of  the  National 
Press  Gub,  John  Joy  Edson,  James 
William  Br>an  and  Harvey  D.  Jacob 
were  chosen  members  of  the  temporary 
board.  Mr.  Sweinhart  was  elected  vice- 
president;  Mr.  Edson,  treasurer;  and  Mr. 
Bryan  secretary. 

“f)ur  project  is  making  rapid  and  fav¬ 
orable  progress,”  Mr.  Sweinhart  said. 
“Applications  for  office  space  are  pouring 
in  upon  us.  number  of  leading  news¬ 
papers  have  already  taken  space.  There 
is  every  indication  that  the  new  building 
will  house  a  majority  of  Washington  cor¬ 
respondents,  many  of  whrim  have  already 
‘signed  up’  for  space.  Special  arrange¬ 


The  Marysville  (Cal.)  Democrat,  after¬ 
moon  paper,  has  been  sold  by  Arthur  W. 
Gluckman  to  a  group  of  newspaper  men 
headed  by  Fred  W.  McKechnie,  Jr. 
Formal  announcement  of  the  sale  was 
made  Monday,  Nov.  2. 

The  sale  includes  all  of  the  newspaper 
property  and  a  job-printing  establishment 
in  connection.  No  official  announcement 
of  the  selling  price  was  made,  though 
reports  placed  it  at  $85,000. 

Mr.  Gluckman,  who  purchased  the 
Democrat  ten  years  ago,  is  president  of 
the  Marysville  Chamber  of  Commerce 
and  has  been  active  in  fraternal  circles. 
He  will  retire  from  newspaper  publishing. 

Mr.  McKechnie  will  be  president  of  the 
new  company  and  editor  of  the  paper. 
Before  coming  to  the  Pacific  coast,  Mr. 
McKechnie  was  an  editor  of  the  News¬ 
paper  Enterprise  .Association  at  Cleve¬ 
land  and  later  managing  editor  of  the 
Cleveland  Press.  Upon  coming  to  the 
coast  he  was  placed  in  charge  of  the 
United  Press  Inireau  at  Portland  and 
subse(|uently  became  managing  editor  of 
the  San  Francisco  Daily  News  and  the 
San  Francisco  Bulletin. 

His  last  newspaper  connection  was  as 
publisher  of  the  Sacramento  Star,  which 
was  purchased  within  the  last  year  by  the 
.Sacrcunento  Bee. 

.Associated  with  Mr.  McKechnie  as 
manager  of  the  mechanical  departments 
of  both  the  newspaper  and  the  com¬ 
mercial  printing  establishment  will  be 
Clarence  A.  Davy  of  .San  Francisco. 

The  Marysville  Democrat  is  a  client 
of  the  Unit^  Press. 


•f  )i,  , ,  V 


JF 


IVEARLY  400  advertising  men  and 
women  are  enrolled  in  what  the  Ad¬ 


vertising  Club  of  New  York  claims  is  the 
largest  class  in  advertising  ever  held  by 
anybody  anywheres.”  The  exact  enroll¬ 
ment  is  386.  Ernest  Eberhard,  is  chair¬ 
man  of  the  club  educational  committee, 
consisting  of  Robert  K.  Leavitt,  Daniel 
S.  Tuthill,  and  Mathew  Beecher.  The 
class  in  session  is  pictured  above. 

Other  lectures  are  scheduled. 

It  had  been  planned  to  hold  sessions 
of  the  course  in  the  Advertising  Club 
building,  but  so  many  students  applied 
that  it  was  necessary  to  take  the  class 
to  larger  quarters  in  the  23rd  street 
branch  of  the  Y.  M.  C.  .A.  On  Oct.  29, 
.A.  T.  Powers,  of  the  Powers  Reproduc¬ 
tion  Corporation,  lectured  on  Photo- 
Engraving,  the  members  of  the  class  bc- 


Distinguithed  Editors  of  South  Mat 
Central  American  Papers  to  At¬ 
tend  Washington  Gathering, 
April  7-13 


Washington,  D.  u.,  Nov.  4.— Pljuj 
for  the  first  Pan  American  Congress  of^ 
Journalists,  which  is  expected  to  draw  toi 
Washington  the  most  distinguished! 
editors  and  reporters  of  the  South  Ameri-" 
can  and  Central  American  newspapers, 
went  forward  this  week  to  insure  the 
success  of  the  Congress,  to  be  held  from 
April  7  to  13  next  inclusive. 

Among  the  subjects  to  be  discussed  are 
the  influence  of  the  press  on  international 
relations;  the  transmission  of  news  by 
cable,  by  wireless  and  by  mail  and  the 
cost  of  gathering  and  distributing  news;  I 
the  study  of  questions  relating  to  news-  I 
paper  advertising ;  the  organization  of  * 
newspapers  in  the  American  repuMici, 
and  the  education  and  preparation  of  i 
Journalists,  it  was  announced  at  the  Pan  f 
American  Union  headquarters  on  Wed- ■ 
nesday. 

The  Congress  of  Journalists  was  pro¬ 
vide  for  by  resolution  of  the  fifth  Inter¬ 
national  Conference  of  American  States 
held  at  Santiago,  Chile,  in  1923,  and  will 
be  held  under  the  auspices  of  the  Pan  f 
American  Union.  The  Congress  will  be  ! 
unofficial  in  character  but  it  is  expected 
that  representative  journalists  from  every 
portion  of  the  American  continent  will 
attend. 

At  the  meeting  of  the  Governing  Board 
of  the  Pan  American  Union  held  Wed¬ 
nesday,  Secretary  of  State  Frank  B.  Kel- 
log  was  reelected  Chairman  of  the  Board 
for  the  coming  year.  The  Minister  of 
Guatemala,  Francisco  Sanchez  I.atour, 
was  elected  vice-chairman  of  the  Board, 
succeeding  the  Minister  of  Uruguay  to 
this  office. 

Under  the  regulations  of  the  Pan 
American  Union  the  chairman  and  vice- 
chairman  of  the  Governing  Board  are 
elected  annually  at  the  regular  meeting  of 
tlie  Board  held  in  November. 

The  Board  also  adopted  a  resolution 
approving  the  proposal  of  the  Govern¬ 
ment  of  Cuba  that  the  Sixth  Pan  .-\ineri- 
can  Conference  meet  at  Havana  in  Jan¬ 
uary,  1928.  Under  the  resolution  adopted 
by  the  Governing  Board  the  conference 
will  convene  at  Havana  on  Monday,  Jan. 
16,  1928.  A  resolution  was  also  adopted 
authorizing  the  chairman  of  the  Govem- 
ing  Board  to  designate  the  members  of 
the  committee  on  program  of  the  Sixth 
Pan  American  Conference.  The  Secre¬ 
tary  of  State  was  elected  chairman  of 
this  special  committee. 


ing  conducted  through  his  modern  plant. 


Newspaper-Stage  Romance 

William  Dowdell,  city  editor  of  the 
Clcz'cland  Press,  was  married  Oct.  19  to 
Mae  Jenson,  vaudeville  dancer.  The 
romance  started  when  Dowdell  was  con¬ 
nected  with  the  New  York  office  of  the 
United  Press.  He  was  sent  to  Boston 
to  cover  a  murder  trial  in  which  Miss 
Jenson  was  a  witness. 


Cornelius  Vanderbilt  Jr.,  Under  Knife 

Cornelius  Vanderbilt,  Jr.,  publisher  of 
tabloid  newspapers,  was  opierated  on  Nov., 
3,  in  Atlanta,  Ga.,  for  the  second  time 
within  two  weeks  for  an  infection  of  the 
jaw.  The  ailment  is  due  to  his  being 
gassed  in  the  World  War. 


FRENCH  WRITER  IMPRESSED 
BY  U.  S.  NEWSPAPERS 


By  G.  Langlaan 

DARIS,  Oct.  20 — Gerville-Rearhe, 
one  of  the  French  correspond¬ 
ents,  who  came  to  the  United  Stales 
with  the  Caillanx  debt  commission 
was  impressed  by  the  thorough  or¬ 
ganization  of  American  news¬ 
papers. 

“In  a  general  way,  I  was  struck 
by  the  marvellous  organization,  the 
rapidity  and  the  highly  developed 
technical  nature  of  the  American 
press,”  he  told  EDITOR  &  PI  B- 
LISHER.  “It  is  needless  to  say 
that  in  France  we  have  no  com¬ 
parable  methods  even  in  our  big¬ 
gest  newspapers,  circulations  of 
which,  nevertheless,  are  superior  to 
those  of  American  dailies,  although 
the  importance  of  our  French  pa¬ 
pers  from  the  point  of  view  of 
the  number  of  pages  and  advertis¬ 
ing  carried  is  much  less.  French 
newspapers  are  more  condensed, 
more  concise,  but  not  so  free  as 
American  papers  nor  so  firmly 
based  on  revenue  producing  adver¬ 
tising.” 


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Trail  Blazers  of  Advertising 

Fascinating  Story  of  Bamum’s  Publicity  Hokum 

6y  6£dlmers  IZ.  ^Pancoasi 

Copyright  1925  by  editor  &  publisher  co. 


Barnumopsis 

“When  to  the  common  rest  that  crowns 
his  days. 

Dusty  and  u>orn  the  tired  pedestrian 
goes. 

What  light  is  that  whose  wide  o’er- 
looking  blase 

A  sudden  glory  on  his  pathway  throws. 

“It  is  the  Drummond  Light  that  from 
the  top 

Of  Banmm’s  Massive  Pile,  sky-ming¬ 
ling  there. 

Darts  its  quick  gleam  o’er  every 
shadowed  shop. 

And  gilds  Broadway  with  unaccustomed 
glare." 

“Barnum’s  Parnassus”  1855. 


Barnutn’s  first  advertising  venture  was 
to  concoct  schemes  which  would  be  at¬ 
tractive  and  popular. 

One  church  scheme  he  worked  was  a 
novelty.  He  advertised,  “Not  a  blank  in 
the  Lottery.”  It  was  a  winner;  for  while 
the  price  of  a  ticket  was  $5,  11,400  out 
of  a  total  of  12,000  prizes  were  set  down 
at  $2.50  each.  Barnum  says — “Never 
was  a  lottery  so  popular  (before  it  was 
drawn)  as  this.” 

Barnum  turned  everything  into  adver¬ 
tising.  When  he  was  editor  of  a  weekly 
paper,  The  Herald  of  Freedom,  he  was 
indicted  and  sent  to  jail  for  a  story 
about  a  dignitary  of  a  church  being  guilty 
of  taking  usury  of  an  orphan  boy. 

When  he  was  released  from  jail  the 
event  was  extensively  advertised  as :  "P.  T. 
Barnum  and  a  band  of  music  in  a  coach 
drawn  by  six  horses  made  a  triumphal 
march.  The  procession  commenced  its 
march  amidst  the  roar  of  cannon  and 
cheers  by  the  people  who  escorted  the 
editor  from  the  jail  to  his  home.” 

Chapter  II 

Some  of  Barnum’s  Hoaxes 

"Barnum  in  search  of  wonders  new  and 
strange, 

Grasped  the  'wide  skirts  of  Nature’s 
mystic  robe; 

Explored  the  circles  of  eternal  change. 
And  all  the  dark  chambers  of  the  entire 
globe." 

'’FHE  most  interesting  book  I  have  in 
my  collection  is  the  Autobiography  of 
of  P.  T.  Barnum  which  was  issued  in 
large  editions  and  sold  at  his  circus  per¬ 
formances  and  given  away  by  P.  T.  to 
his  friends. 

At  the  beginning  of  this  book,  written 
in  1854,  he  says:  “I  have  been  in  jail 
in  palaces 


JO  ROM  a  lifetime  spent  in  all  phases  of  advertising,  Chalmers  L.  Pancoast  has 
-*  written  "Trail  Blazers  of  Advertising"  which  is  to  run  serially  in  Editor  & 
Publisher.  Now  vice-president  of  the  Charles  C.  Green  Advertising  Agency,  New 
York,  Mr.  Pancoast  looks  to  the  days  when,  as  a  boy,  he  made  his  professional  debut 
as  a  handbill  passer  for  the  Kickapoo  Indian  Medicine  Tent  Show  in  Newark,  O. 
As  a  cub  reporter  on  the  Newark  (O.)  Tribune  and  later  as  a  frontier  newspaper¬ 
man  on  the  Albuquerque,  New  Mexico,  Citizen  and  other  southwestern  papers,  he 
saw  at  first  hand  the  flamboyant  beginnings  of  advertising  in  those  early  days.  Later 
he  became  an  advertising  solicitor  and  copy  writer  working  for  many  mid-western 
newspapers,  magazines  and  agencies.  Before  joining  the  Charles  C.  Green  Agency 
he  was  successively  manager  of  the  Eastern  office  of  the  Chicago  Tribune,  and  man¬ 
ager  of  the  Eastern  office  of  Liberty  Magazine. 


'cd  art 
lational 
rws  by 
nd  the 
news; 
news- 
ion  of 
publics, 
ion  of 
lie  Pan 
Wed- 


Chapter  I 

spirit  of  P.  T.  Barnum  is  found 
^  today  on  Broadway.  His  publicity 
ideas  and  schemes  still  gild  Broad¬ 
way’s  glare.  If  he  were  on  earth  at  this 
moment,  this  publicity  giant  would  have 
husky-voiced  newsboys  yelling  “Wuxtra! 
Wuxtra!  All  about  P.  T.  Barnum  the 
World’s  Greatest  Humbug!  With  won¬ 
ders  new  and  strange,  with  monsters 
saly  and  scarey!” 

Most  humbugs  have  been  advertising 
men,  but  not  all  advertising  men  are 
humbugs. 

Old  Barnum — Prince  of  the  Humbugs 
-and  Buffalo  Bill,  the  famous  Indian 
Scout  and  showman  were  "my  boyhood 
heroes.  That  is  the  reason  I  associate 
them  with  myself  and  other  schemers. 

The  titles  of  “Humbug,”  and  the 
“Prince  of  Humbugs,”  were  first  applied 
to  Barnum  by  himself.  They  were  his 
advertising  slogans  to  hit  the  public  hard 
and  carry  along  the  notoriety  of  his  sen¬ 
sational  schemes  and  hoaxes. 

Barnum  was  America’s  first  GREAT 
advertising  man.  The  question  has  often 
been  asked  “Was  Barnum  the  humbug 
he  claimed  to  be?”  No!  That  was  just 
one  of  his  many  clever  ways  of  advertis¬ 
ing  himself.  It  was  the  most  sensational 
publicity  of  those  times,  or  any  period 
since  then. 

He  won  fame  as  a  fake  and  a  humbug, 
notorious  fame,  but  he  started  it  all  him¬ 
self.  It  was  just  a  clever  piece  of  per¬ 
sonal  publicity. 

It  takes  a  wise  man  to  proclaim  himself 
a  humbug  nationally,  keep  it  going  and 
Bake  the  people  like  it.  Barnum  made 
his  humbug  advertising  so  attractive  it 


Board 
I  Wed-' 
B.  Kel- 
Board 
ster  of 
I -at  our. 
Board, 
;uay  to 


le  Pan 
d  vice- 
ird  are 
:tiiig  of 


iolution 
Tovem- 
,\meri- 
in  Jan- 
adopted 
iferenct 
ly,  Jaa 
adopted 
'lovem- 
bers  of 
i  Sixth 
Secre- 
man  of 


^  have  known  poverty  and 
abundance ;  I  have  traveled  over  two  con- 
tinents;  have  encountered  all  varieties  of 
men,  and  have  often  been  in  imminent 
personal  peril.  In  all  this  I  have  had 
*  \  some  sad  experiences,  but,  on  the  whole 

*  •  \  ^  merry  one.” 

..  In  perusing  the  old  volume  it  is  evi- 

•  ^  .  dent  that  Barnum  was  inclined  to  be 

,  ludicrous,  which  made  him  a  success  as 

- - —  ~  an  advertising  man.  After  Barnum  came 

to  New  York  to  live,  he  wrote:  “Every 

_ _ _ ! _  morning  at  sunrise  my  eyes  were  running 

r  when  Barnum  flung  out  his  ^/er  the  cohimns  of  ‘Wants’  in  the  Weru 
^rmaid.”  His  freak  was  only  For*  5  mj.  hoping  to  hit  on  something 
emblance  to  human  form.  This  advertisement  started  him  on  his 

career  as  an  advertising  showman : 

e,  and  yet  would  not  take  him  too  “Curiosity— the  greatest  natural  curi- 

osity  ever  witnessed,  viz,  Joice  Heth,  a 
im  started  advertising  himself  in  negress  age  161  years,  who  formerly  be- 
detail  when  in  1855  he  wrote  longed  to  the  father  of  Gen.  Washington.” 
ife  of  P.  T.  Barnum  Written  By  Barnum  purchased  Joice  Heth  and 
.”  In  this  first  volume  he  says :  reaped  his  first  golden  harvest  exhibiting 
tareer  has  been  a  checkered  one —  3f  Niblo’s  Garden.  His  advertise- 

has  been  a  merry  one _ I  have  nients  had  the  unique  appeal  of  patriotism 

chiefly  on  the  bright  side  of  and  curiosity.  They  were  founded  on  a 
T  have  not  covered  up  my  so-  keen  insight  into  human  nature, 
lumbugs,  but  have  given  a  full  Barnum’s  great  publicity  stunt  was 

of  such  schemes  as  ‘Joice  Heth,’  secretly  to  start  a  controversy,  which  al- 
jee  Mermaid,’  and  the  ‘Woolly  ways  resulted  in  priceless  newspaper  pub- 
The  fame  of  ‘General  Tom  licity.  He  circulated  report  that  the  aged 
’  the  musical  campaign  of  Jenny  negp"ess  was  a  mechanical  automaton  and 
bough  a  portion  of  my  ‘confes-  the  crowds  came  surging.  No  one  would 
nay,  by  some,  be  considered  in-  have  doubted  his  advertisements  if  he  had 
s  I  prefer  frankly  to  ‘acknowl-  not  questioned  them  anonymously  m  the 
e  corn’  wherever  I  have  had  a  newspapers. 

plucking  it.”  The  Joice  Heth  hoax  started  a  battle 

idvertising  schemes  back  of  pro-  between  the  editors  of  the  Sun  and 
General  Tom  Thumb  and  Jenny  Herald,  which  was  profitable  for  Barnum, 
le  Swedish  Nightingale  were  the  and  a  lot  of  fun  for  the  public.  Hundreds 
of  the  early  forties  and  fifties.  of  dollars  worth  of  free  publicity  was 
im  first  started  his  publicity  game  obtained  as  a  result  of  this  wordy  battle, 
y-making  lotteries.  In  those  days  His  circus  day  advertising  s^tunts  were 
1  were  patronized  by  both  church  exciting.  While  running  his  first  travel- 
te  People  would  gamble  in  lot-  ing  circus  he  had  advertised  negro  songs, 
ir  the  benefit  of  a  church  in  which  His  negro  impersonator  abruptly  left 
:h  against  gambling.  (Continued  on  page  42) 


6 


Editor  &  Publisher  for  November  7,  1925 


SYRACUSE  JOURNAL 
SOLD  TO  HEARST 


Harvey  D.  Burrill 


Consolidated  With  Telegram  and 
Sunday  American  With  Harvey  D. 

Burrill  at  Publisher — Price 
“In  Elxcess  of  $1,000,000“ 

(By  Telegraph  to  Editor  &  Publisher) 
Syracuse,  X.  Y.,  Xov.  4. — Harvey  D. 
Burrill,  publisher  of  the  Syracuse  Journai, 
announced  tonight  the  consolidation  of 
the  Syracuse 
T  el  e  gr  am  and 
Sunday  Ameri¬ 
can,  Hearst  news¬ 
papers,  with  the 
Journal.  This 
consolidation  in 
the  evening  field 
leaves  the  Syra¬ 
cuse  Herald  as 
the  only  opposi¬ 
tion  evening 
newspaper. 

Beginning 
Thursday  the  two 
newspapers  are  to 
be  issued  as  one 
with  the  title  of 
Syracuse  Journal-Syracuse  Telegram. 
The  American  will  he  issued  Sunday  as 
usual.  Both  papers  will  be  issued  from 
the  Journal  plant  and  one  of  the  Hearst 
presses  will  be  moved  to  the  Journal 
building. 

The  articles  of  incorporation  filed  at 
the  County  building  today  state  a  new 
corporation,  called  Syracuse  Newspapers, 
Inc.,  has  been  formed  to  effect  the  con¬ 
solidation  of  the  Journal  with  the  Hearst 
interests.  Negotiations  have  been  going 
on  for  about  two  weeks. 

The  directors  of  the  new  corporation 
will  be  Harvey  D.  Burrill,  Stewart  F. 
Hancock  and  William  Randolph  Hearst. 

Mr.  Burrill  declined  to  make  a  direct 
statement  relative  to  the  control  of  the 
stock  and  other  details  of  the  financial 
transaction,  but  it  is  understood  Mr. 
Hearst  will  have  a  controlling  interest  of 
stock,  following  negotiations  with  Journal 
stockholders. 

The  price  paid  for  the  Journal  could 
not  be  definitely  set  until  an  accounting  is 
made,  but  a  member  of  the  Journal  organ¬ 
ization  stated  it  was  in  excess  of  $1,000,- 
000. 

The  Journal  staff  will  be  retained  in¬ 
tact,  except  that  it  will  be  augmented  by 
some  members  of  the  Hearst  organization 
to  take  care  of  the  Sunday  American  and 
the  general  expansion.  The  Journal  has 
not  issued  a  Sunday  paper.  There  will 
still  be  three  Sunday  papers,  the  Post- 
Standard,  regular  morning  daily,  the 
Herald  and  the  Sunday  American. 

About  100  men  in  the  Hearst  organiza¬ 
tion  will  be  affected  by  the  consolidation, 
but  in  most  instances  they  will  be  given 
the  opportunity  to  go  elsewhere  with  the 
Hearst  interests.  By  organization  of  the 
new  corporation  the  consolidation  of  the 
unionized  mechanical  staff  of  the  two 
papers  will  result  in  a  majority  of  the 
Journal  men  being  retained  and  some  of 
the  Telegram  staff  added  to  produce  the 
combined  papers. 

The  Journal  building,  a  splendidly 
equipped  modern  newspaper  plant,  was 
built  about  ten  years  ago  and  devoted 
exclusively  to  newspaper  publication.  It 
is  two  stories  high  and  the  presses  are 
located  in  the  basement.  The  Telegram 
building  was  bought  by  Hearst  when  he 
started  the  paper  three  years  ago  last 
September.  The  size  of  the  building  was 
doubled  and  opened  for  the  use  of  the 
paper  last  spring.  This  building  will  be 
sold  and  the  equipment  disposed  of  here 
and  elsewhere  in  the  Hearst  organization. 

Removal  of  some  equipment  from  the 
Telegram  to  the  Journal  office  began  late 
Wednesday  afternoon,  though  official  an¬ 
nouncement  of  the  consolidation  was 
withheld  until  Thursday. 

The  incorporation  papers  of  the  new 
company  provide  for  the  issuing  of  100 
common  shares  of  stock  of  no  par  value. 
The  incorporators  are ;  T.  E.  McEntegart, 
R.  F.  McCauley  and  E.  M.  Kent.  W.  A. 
DeFord,  one  of  Mr.  Heart’s  attorneys, 
is  attorney  for  the  new  corporatidn. 

The  officers  of  the  Syracuse  News¬ 
papers,  Inc.,  are :  Harvey  D.  Burrill, 


publisher  and  president ;  Stewart  F.  Han¬ 
cock,  vice-president ;  Louis  D.  Burrill, 
secretary;  M.  .M.  Andrews,  treasurer. 
These  officers  are  the  same  as  the  former 
Journal  organization. 

"While  Mr.  Hearst  is  a  director  of  the 
consolidation,”  said  Mr.  Burrill,  "I  am 
still  in  direct  charge  of  the  Journal.” 

Mr.  Burrill  has  been  connected  with 
the  Journal  for  nearly  40  years.  He 
started  in  the  capacity  of  newsboy,  be¬ 
came  a  reporter  and  gradually  arose  to 
the  office  of  president  and  publisher  three 
years  ago. 

The  Journal  is  one  of  the  oldest  news¬ 
papers  in  the  state.  It  was  first  published 
as  the  IVcstern  State  Journal,  a  weekly 
on  March  20,  1839.  The  Syracuse  Daily 
Journal  appeared  for  the  first  time  on 
July  4,  1844. 

The  repeated  rumor  that  a  morning 
paper  would  be  issued  by  the  consolida¬ 
tion  was  met  by  the  statement  by  Mr. 
Burrill  that  “nothing  of  that  sort  has 
been  contemplated  as  yet.” 

When  Mr.  Hearst  started  the  Telegram 
in  Syracuse  he  made  overtures  to  the 
Journal  with  the  idea  of  purchase,  but  his 
offers  were  refused. 

The  following  announcement  was  pub¬ 
lished  in  the  combined  newspaper  Nov.  5 : 

“With  this  issue  the  Syracuse  Tele¬ 
gram  and  the  Sunday  American  are  con¬ 
solidated  with  the  Syracuse  Journal,  and 
hereafter  these  newspapers  will  be  pub¬ 
lished  from  the  building  which  has  been 
the  home  of  the  Journal  at  the  corner  of 
East  Fayette  and  Montgomery  streets. 

“Harvey  D.  Burrill  will  be  president  of 
the  new  corporation,  which  will  be  known 
as  the  Syracuse  Newspapers,  Inc.,  and 
publisher  of  the  consolidated  newspapers. 
The  other  officers  will  be  Stuart  F. 
Hancock,  vice-president ;  M.  M.  Andrews, 
treasurer,  and  Louis  D.  Burrill,  secre¬ 
tary.  The  directors  will  be  Harvey  D. 
Burrill,  William  Randolph  Hearst,  and 
Stuart  F.  Hancock. 

“Under  Mr.  Burrill’s  management, 
there  will  be  no  change  in  the  policies, 
aims,  and  purposes,  maintained  by  him 
during  his  long  connection  with  the 
Journal.  The  consolidated  newspaper 
will  continue  to  be  a  Syracuse  institution, 
independent  in  politics,  and  devoted  to  the 
best  interests  of  the  public. 

“The  Journal  combined  with  Telegram, 
and  Sunday  American,  foremost  in  their 
respective  fields,  means  circulation 
supremacy  in  central  New  York  State, 
and  assures  the  reading  public  of  con¬ 
tinued  service  by  giving  them  a  greater 
and  better  newspaper.' 


STAR-TELEGRAM  BUYS 
FORT  WORTH  RECORD 


Amon  G.  Carter  Completes  Deal  Pur¬ 
chasing  Opposition  Daily  from 
William  Randolph  Hearst 
Properties  Merged 


Amo.v  O.  Carter 


“Warfare  between  the  newspapers  in 
Syracuse  has  now  ended,”  the  Hearst 
management  in  New  York  declared  to 
Editor  &  Publisher. 

“With  one  newspaper  made  from  two, 
there  is  now  room  for  all  the  newspapers 
remaining  in  the  Syracuse  field.  It  has 
been  a  logical  merger  of  the  daily  of 
large  circulation  and  no  local  advertising 
with  the  daily  of  less  circulation,  but 
large  local  department  store  advertising.” 

In  New  York  it  was  also  stated  that 
the  penny  price,  inaugurated  recently  on 
the  Telegram  to  increase  circulation, 
would  now  go  up  to  the  three-cent  price 
on  the  street  for  the  Syracuse  Journal- 
Syracuse  Telegram. 

The  John  Budd  Co.,  Inc.,  will  contimi''  members 


(By  Telegraph  to  Editor  &  Publisher) 

Fort  Worth,  Tex.,  Nov.  3. — The  first 
of  the  newspapers  which  William  Ran¬ 
dolph  Hearst  purchased  in  Texas,  the 
Morning  Record 
of  Port  Worth, 
was  sold  by  Mr. 

Hearst  Nov.  1,  to 
Amon  G.  Carter 
and  associates, 
owners  of  the 
Port  Worth  Star- 
T  elegram. 

The  transac¬ 
tion,  which  is  an 
outright  sale  and 
was  handled  on  a 
cash  basis,  be¬ 
came  effective  at 
midnight  and  all 
Sunday  editions 
of  the  Star-Tele¬ 
gram  appeared  as  the  Star-Telegram  and 
Sunday  Record  Nov.  2. 

Publication  of  the  Record  as  a  six-day 
morning  paper  under  the  name  of  the 
Record-Telegram,  and  serving  the  city 
and  suburban  territory  only,  began  Mon¬ 
day  morning  from  the  Star-Telegram 
plant.  The  Sunday  Record  has  been  dis¬ 
continued,  the  new  Sunday  paper  being 
a  combination  of  the  best  features  and 
departments  of  the  two  former  papers. 
There  will  be  no  changes  in  either  the 
name  or  editions  of  the  Star-Telegram. 

The  subscription  price  of  the  Daily 
Star-Telegram  and  the  Sunday  Star- 
Telegram  and  Record  will  remain  V5 
cents.  The  price  of  the  six-day  morning 
Record-Telegram  and  the  Sunday  Star- 
Telegram  and  Sunday  Record  will  like¬ 
wise  be  75  cents  a  month.  The  price  of 
the  six  day  morning  Record-Telegram, 
without  the  Sunday  edition,  will  be  10 
cents  a  week  or  45  cents  a  month. 

However,  for  those  who  desire  a  morn¬ 
ing,  afternoon  and  Sunday  paper  delivered 
in  the  home  the  price  for  all  will  be 
$1  a  month.  13  issues  a  week  de¬ 
livered  for  the  flat  price  of  $1.  To  sub¬ 
scribers,  who  have  been  taking  heretofore 
both  the  daily  and  Sunday  Star-Telegram, 
and  the  daily  and  Sunday  Record,  this 
w’ill  mean  a  reduction  in  subscription 
price  of  50  cents  a  month. 

Street  sale  and  news  stands  prices  fol¬ 
low:  D^ily  Morning  Record-Telegram 
5  cents ;  Sunday  Star-Telegram  and 
Record  10  cents;  afternoon  editions  of  the 
Star-Telegram  in  Fort  Worth  2  cents. 
These  prices  are  the  same  as  in  effect  now 
with  the  exception  of  the  afternoon  edi¬ 
tions  of  the  Star-Telegram,  where  the 
price  has  been  reduced  from  5  cents  to 
2  cents  a  copy. 

Rumors  about  a  change  in  the  owner¬ 
ship  of  the  Fort  Worth  newspapers  had 
been  rife  for  several  weeks,  some  believ¬ 
ing  the  Hearst  paper  would  absorb  the 


Starting  Nov.  2,  the  Star-Ttk  gra: 
which  had  a  circulation  of  about  l^,i» 
is  issuing  the  following  editions:  IF 
A.  M. ;  2 :30  and  3 :30  P.  M.  (Ivjme  r : 
tions) ;  4:30  (financial) ;  state  editions: 
6,  7,  8,  8,  9,  10  and  11  P.  M.  and  t : 
morning  editions  at  1:15  and  2:30.  ) 

Star-Telegram  executives  in  all  ’  ( 
partments  are  in  control  of  the  Recor  | 
Telegram. 

In  purchasing  the  Record,  that  nw. 
paper  passes  into  the  ownership  and  und. 
the  control  of  men  who  own  and  opera 
the  Star-Telegram,  all  of  whom  have  bet 
connected  with  this  newspaper  in  varin-; 
capacities  since  its  start.  The  ownersl 
of  the  Star  Telegram  has  not  be, 
affected  by  the  purchase.  These  men  are 
Amon  G.  Carter,  A.  L.  Shuman,  Bert  N 
Honea,  H.  V.  Hough  and  J.  M.  North,  Jt 

The  Star-Telegram  and  Record- Tele 
gram  have  24  hour  service  from  thri 
Associated  Press  leased  wires,  one  Cor. 
solidated  Press  leased  wire,  one  Times- 
Tribune  wire  and  International  Xei*) 
Service. 

Executives  of  the  Hearst  organiz.-iti- 
in  Fort  Worth  have  returned  for  th 
most  part  to  the  Pacific  coast. 

Col.  D.  D.  Moore,  publisher  of  t; 
Record,  who  came  to  Forth  Worth  fr. 
New  Orleans  for  Mr.  Hearst,  will  rem; 
in  P'ort  Worth,  it  is  understood.  Col' 
Moore  started  his  newspaper  career 
Fort  Worth  as  a  printer  a  quarter  of ; 
century  ago. 

Mr.  Hearst’s  other  Texas  new.spaper 
the  San  Antonio  Light.  He  owned  t: 
Record  30  months. 


CO -EDITORSHIP  SPLIT 
ON  CHICAGO  TRIBUNE 


Patterson  to  Establish  New  Yorl 
Headquarters  to  Direct  Daily  Newt 
and  Liberty — Col.  McCormick 

Remains  Chicago  Chief 


to  act  for  the  paper  as  special  advertis¬ 
ing  representative. 


Chicago,  Nov.  4 — Division  of  the  cr 
editorship  of  the  Chicago  Triimne,  tl 
\eu>  York  Daily  News  and  Liheny, 
announced  here  today.  The  official  an 
noucement  follows: 

“Due  to  the  growth  in  size  and  sof  , 
of  the  Chicago  Tribune  and  its  relaicc 
enterprises,  important  changes  in  ai! 
ministration  have  been  put  into  effect  a; 
of  Nov.  1. 

“Hitherto  Robert  R.  McCormick  anc 
Joseph  M.  Patterson,  co-editors  and  pub 
Ushers  of  the  Chicago  Tribune,  the  Xev 
York  Daily  News,  Liberty  Weekly,  an. 
the  paper  manufacturing  industries  ot 
these  publications,  have  divided  their  tin- 
bet  ween  Chicago  and  New  York. 

“During  the  coming  year  Mr.  Pattersc: 
will  establish  his  headquarters  in  Xe» 
York  and  administer  the  affairs  of  t^ 
News  and  Liberty.  Col.  McCormick  will 
stay  in  Chicago  and  manage  the  Tribum 
and  the  paper  mills. 

“Mr.  Patterson  will  remain  presidoi: 
of  the  News  and  Liberty  Weekly 
vice-president  and  secretary  of  the  Tn 
bune.  Col.  McCormick  will  rema;: 
president  of  the  Tribune  and  first  vice 
Star-Telegram  and  vice  versa.  However,  president  and  treasurer  of  the  News  ar 
of  the  Record  editorial  staff  Liberty  Weekly.  The  directors  of  i! 


Department  Store  Buy*  Big  Space 


Chicago,  Nov.  5. — All  sales  records 
of  the  Boston  Store  were  broken  this 
week,  when  the  firm  celebrated  its  semi 
annual  Netcher  Dav,  established  by 
Charles  Townsend  and’  Irving  Netcher  in  Telegram,  namely  at  1  :15  A.  M.  and  2:30 
honor  of  their  father,  the  founder  of  the  M- 


found  an  unsigned  notice  in  their  local 
room  seven  days  before  the  sale,  announc¬ 
ing  the  impending  deal.  About  15  of  the 
Hearst  men  went  to  the  Star-Telegram 
editorial  department,  while  the  rest  were 
able  to  get  located  elsewhere. 

The  Star-Telegram  will  maintain  all  of 
its  State  editions  as  at  present,  adding  two 
in  the  early  morning  for  the  Record- 


store,  which  is  now  managed  by  his 
widow,  Mrs.  Mollie  Netcher  Newberry. 
In  prepaption  for  the  celebration  the 
firm  carried  6  full  pages  of  advertising 
in  the  Chicago  Daily  Journal,  7  in  the 
Chicago  Ez’cning  .American,  and  a  sec¬ 
tion  of  ten  pages  in  the  Chicago  Daily 
News  on  Nov.  3,  announcing  bargains 
in  every  department  on  the  next  day.  In 
addition  4  pages  of  advertising  w'as  dis¬ 
tributed  among  7  foreign  language  news- 


different  companies  will  remain  as  n-  ‘ 
constituted  with  William  H.  Field  ar 
Max  Annenberg  added  to  that  of  LibcF 
Weekly. 

“S.  E.  Thomason,  at  present  rfcr: 
vice-president  and  business  manager 
the  Chicago  Tribune,  remains  in  ( Tuca- 
as  second  vice-president  and  genet, 
manager  of  that  newspaper.  . 

“Max  Annenberg,  circulation  inanasfi 
•  and  director  of  circulation  of  the  Tr 

The  Star-Telegram  was  established  in  bune  publications,  will  move  his  resider  * 


1909,  as  the  union  of  the  Telegram  and 
the  Star.  Amon  G.  Carter,  president  and 
publisher,  has  been  at  the  head  of  the 
publication  since  it  started  its  rapid 
growth  in  1909.  In  addition,  Mr.  Carter 
is  an  important  factor  in  the  growth  and 
development  of  Fort  Worth  and  West 
Texas.  He  is  president  of  the  Texas 
Technological  College  board  or  directors, 
now  erecting  a  $2,000,000  state  school ; 


from  Chicago  to  New  York  to  iH-f.-g* 
second  vice-president  and  general  m.v 
ager  of  Liberty  Weekly,  Inc.  ' 

Robert  R.  McCor'uckI 
Joseph  M.  Patterson  f 


Don  Marquis  Yale  Lecturer  I 

Lectures  in  the  Bromley  lecture  coinj 
Yale,  founded  in  memory  of 
H.  Bromley,  long  editorial  writer  on  tj 


at 


papers.  _  In  each  of  the  English  newspaper  president  of  the  Eort  Worth  Club,  which 
offices  it  was  said  the  use  of  such  large  is  building  a  $1,200,000  structure  in  Fort  .Vert'  York  Tribune  will  be  given 
space  on  a  single  day  was  without  pre-  Worth  and  active  in  the  development  of  this  winter  by  Don  Marquis,  former  nc?' 
cedent.  Texas  and  Fort  Worth.  paper  columnist, 


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Editor  &  Publisher  for  November  7,  1925 


7 


S  N.  Y.  HONORS  FOUNDER  OF  ITS  FIRST  PAPER 

ne  ec  - 

5^1  Printing  Craft  Marks  200th  Anniversary  of  William  Bradford’s  New  York  Gazette,  Started  Nov.  8, 
111  dJ  1725““Trinity  Church,  Newspaper  Club  and  Typographical  Union  Pay  Tribute  to  Pioneer  Publisher 


I^EW  YORK  with  its  many  highly 
developed  and  specialized  papers  is 
finding  time  this  week  to  remember  and 
recognize  the  two  hundredth  anniversary 
of  the  birth  of  its  first  newspaper.  On 
\ov.  8,  1725,  William  Bradford,  whose 
print  shop  was  on  Hanover  Square,  began 
publishing  the  New  York  Gazette. 

Recognizing  the  historical  importance 
of  this  anniversary  the  event  will  be  fit¬ 
tingly  celebrated  by  various  organizations. 

The  diversity  of  these  organizations  is 
interesting  to  note.  During  the  present 
week  the  New  York  Historical  Society 
and  the  New  York  Society  Library — the 
oldest  library  in  the  city — will  have  on 
special  exhibition  imprints  from  the  Brad¬ 
ford  press. 

Trinity  Church,  ever  faithful  to  its 
historic  traditions,  will  on  Nov.  8  hold 
a  memorial  service  in  honor  of  New 
York’s  first  newspaper  and  its  publisher, 
who  was  for  years  a  vestryman  in 
this  church  which  has  stood  through 
almost  three  centuries  with  welcoming 
doors  in  the  midst  of  the  city’s  material¬ 
istic  growth.  Inside  the  inner  gate  on 
the  north  side  of  the  church-yard  one  of 
the  most  conspicious  stones  is  that  which 
marks  the  grave  of  William  Bradford — 
a  mecca  for  printers  visiting  the  city. 

For  the  present  commemorative  date 
Typographical  Union  No.  6  has  arranged 
to  see  that  this  grave  is  suitably  decorated. 

Emphasizing  Bradford’s  importance  in 
American  newspaper  annals  the  New' 

York  Newspaper  Club  will  serve  a  special 
Sunday  supper  at  which  fitting  tribute 
will  be  paid  to  the  city’s  pioneer  printer 
who  also  had  the  honor  of  being  the  first 
printer  of  the  middle  colonies. 

Sharing  the  general  unrest  of  those  in 
England  who  sought  greater  freedom 
Bradford  came  over  in  1682  with  William 
Penn  to  see  what  “Penn’s  Woods’’  had 
to  offer  a  printer.  Having  helped  in  the 
building  of  the  first  log  houses  in  that 
wilderness,  and  satisfied  that  the  new 
country  and  the  rule  of  Penn  would  be 
to  his  liking  he  sailed  for  England  to 
procure  the  press  and  type  for  use  in  the 
trade  which  he  had  been  taught  by  his 
father-in-law,  Andrew  Soule,  in  London. 

Returning  shortly  to  America  wit^  his 
family  and  plant  equipment  he  set  him¬ 
self  up  to  do  general  printing  in  the 
Quaker  city  of  Philadelphia. 

Trouble  with  the  Quakers  and  with 
government  authorities  over  the  freedom 
of  the  press  made  Bradford  willing  to 
accept  the  offer  of  Governor  Fletcher  to  known  issue  being  Number  18  for  March 
come  to  New  York  as  “Printer  to  the  7,  1725-26  of  which  the  first  page  is  here 
Crown’’  at  a  salary  of  40  pounds  per  reproduced.  Dr.  James  Melvin  Lee,  in 
Mnurn.  He  took  with  him  his  son,  his  “History  of  American  Journalism’’ 
Andrew,  who  after  learning  the  printing  has  proved  conclusively  by  taking  this 
trade  in  New  York  returned  to  Phila-  issue  and  working  backward,  (providing 
delphia  to  become  its  printer  and  post-  no  issue  was  skipped)  that  the  initial 
master.  In  1719  the  son  anticipated  his  date  of  publication  was  Nov.  8,  1725. 
father’s  paper  by  starting  the  American  Dr.  Lee  substantiates  this  deduction  by 
Weekly  Mercury,  the  first  newspaper  in  the  printed  word  from  Bradford  himself, 
the  middle  colonies  and  the  third  in  contained  in  the  following  items  scissored 
America.  In  New  York,  the  father  en-  by  Dr.  Lee  for  proof : 
couraged  the  son;s  paper  by  selling  copies  j;  B.-This  Numb.  26  of  our  Gazette,  con- 
I  01  the  Mercury  m  his  own  shop.  dudes  the  first  half  year  and  is  the  Time  the 

Tho  o,. •i''**  Payment  should  be  made  by  the  Gentlemen 
,  success  of  the  Mercury  may  have  encourage  the  same.  And  altho’ the  Number 

!  IM  Bradford  to  decide  upon  his  own  subscribed  for  does  not  defray  the  Charge,  yet 
j  journalistic  venture.  Interest  in  the  Mer-  intend  to  Continue  it  the  next  half  year,  in 
cury  and  in  the  Boston  News  Letter-  y' 

alrAesel. _ £ _ '’>1 _ »  *  y  * 


By  MARION  R.  LELAND 


Local  news  included  the  all  important 
items  of  the  Custom  House,  prices  current, 
and  a  li.st  of  incoming  and  outgoing 
vessels.  Other  local  news  sifted  through 
in  the  form  of  various  advertisements. 
Then,  even  as  now,  according  to  views 
attributed  to  Mr.  Kipling,  the  advertise¬ 
ments  at  times  contained  the  real  meat 
of  the  day’s  news.  In  contrast  with  pre¬ 
sent  day  conditions  the  return  frOm  ad¬ 
vertising  was  most  meager.  Subscribers 
were  slow  in  payment  and  some,  even 
then,  turned  in  the  products  of  the  farm. 

To  supplement  his  income  Bradford, 
as  was  the  practice  of  other  printers  and 
booksellers  of  the  day,  engaged  in  selling 
of  various  other  commodities,  besides  sell- 


Nttmb.  tS. 


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Original  tombstone  above  William 
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York  Historical  Society  Museum. 


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8  Editor  &  Publisher  for  November  7,  1925 

MICHIGAN  PRESS  CLUB  university  opened  the  Friday  evening  SPEIAICERS  NAMED  FOR 

n  A  n  session.  It  was  given  by  Arthur  H.  FUK 

ELECTS  A.  R.  TREANOR  Vandenburg,  editor  of  the  Grand  Rapids  A.N.P.A.  MEETING 


ELECTS  A.  R.  TREANOR 

Lively  Discussion  Follows  Charge  of 
Colored  News  Leveled  at  Booth 
Correspondent  by  Weekly 
Publisher 

A.  R.  Treanor  of  the  Saginaw  News- 
Courier  was  elected  president  of  the  Uni¬ 
versity  of  Michi¬ 
gan  Press  Club 
Oct.  31  at  the 
close  of  a  three- 
day  session, 
marking  the 
seventh  annual 
meeting  of  the 
organization.  The 
other  officers 
elected  were  L. 

A.  Weil  of  Port 
Huron,  vice-pres¬ 
ident  for  the 
larger  dailies  of 
the  state ;  Frank  J. 

Russell,  Mar-  Treanor 

quette,  for  the 


Vandenburg,  editor  of  the  Grand  Rapids  A.N.P.A.  MEETING 
Herald.  _ 


of  the  Journal  of  the  American  Medical  Means  of  Overcoming  Waste  in 
Association,  were  the  other  speakers  of  Various  Departments  —  Ses- 

the  evening.  The  Blade  editor  asserted  sions  to  Start  Nov.  10 

that  “we  have  all  the  democracy  we  _ 

know  what  to  do  with  and  more.  No  i  l  h  jj  •  ^ 

greater  fallacy  ever  was  penned  than  ‘all  Speakers  who  will  address  the  first  fall 
men  are  created  equal.’  Mere  numbers  “a^  Amencim  Newspaper 

never  mean  anything  to  the  building  up  Ass^iation,  to  be  held  at  the 

of  civilization,  which  must  be  accom-  Sulphur 

plished  by  a  group;  not  necessarily  a  Springs,  W.  Va.,  ^'^ov.  were  an- 

group  of  intellectuals,  but  a  group  of  uounml  this  week  by  L.  B.  Palmer, 
those  who  care — an  aristocracy  of  the  manager. 


understanding  heart.”  experts  named  will  discuss 

means  ot  overcomuig  lost  motion  and 
waste  in  the  various  departments  of  a 

REOPEN  POSTAL  HEARINGS  NOV.  9  newspaper. 

_  Names  of  the  speakers  and  their  sub- 

Postma*ter  Has  Additional  Material  to  will  include:  ^  M.  ^trim, 

^  D  j  Chicago  Tribune,  Traffic  Problems  ; 

Place  on  Record  George  M.  Rogers,  Cleveland  Plain 

The  Joint  Congressional  Postal  Com-  Dealer,  “Press  Room  Waste  and 
"w  mission  will  resume  hearings  on  the  postal  Wranner  Weights”;  Cterles  F.  Hart, 

me  state;  l<rat^J.  rate  situation  on  Monday,  Nov.  9,  at  the  Hew  York  Times,  “The  Mechanical  De- 

Kussell,  Mar-  request  of  the  Post  Office  Department.  partment”;  Joim  Stewart  Bryan,  Rich- 

quette,  for  the  Postmaster  General  Harry  S.  New  ex-  nwnd  News-Leader,  “Profiosed  Increase 

smaller  dailies ;  R.  Averill,  Birmingham,  pressed  a  desire  this  week  to  U.  S.  in  Association’s  Work” ;  Louis  H.  Brush, 
wr  the  weekly  papers.  Prof.  John  L.  Senator  George  H.  Moses,  of  New  P-ost  Liverpool  (O.)  Revien/^  “Orgamza- 
Brumm  was  re-named  secretary  and  Hampshire,  the  commission  chairman,  tion  Efficiency  of  an  Average  News- 
treasurer.  All  the  officers  were  elected  ^^^t  the  Deaprtment  be  allowed  to  submit  paper” ;  T.  R.  Williams,  Pittsbiergh 
Reclamation.  ^  ajj  additional  report  on  the  operation  of  Chronicle-Telegraph,  “Elimination  of 

The  discussion  sessions  of  the  Press  the  present  postal  race  law  before  the  Waste  Through  Local  Co-operation.” 


club  ended  in  a  stormy  meeting,  stirred  convening  of  Congress  on  Dec.  7. 


Also :  j .  M.  Schmid,  Indianapolis 


up  by  charges  that  political  news  written  Mr.  New  and  Joseph  Stewart,  his  rate  News,  and  A.  R.  Michener,  Harrisbuirg 
from  Lansing,  the  state  capital,  by  Fred  expert,  are  expected  to  reappear  before  Telegraph,.  “ETlimination  of  Circulation 
A.  Grimes,  the  Booth  correspondent,  the  commission  for  the  purpose  of  amplir-  Waste” ;.  R.  L.  P.  Wallace,  Wallace 
was  colored.  The  charges  were  brought  fying  the  testimony  they  have  given  al-  Delaney  &  Co.,  New  York,  “Newspaper 
by  Fred  D.  Keister,  publisher  of  a  ready.  Taxation  Problems”;  Don  Bridge, 

weekly  newspaper  at  Ionia.  He  alleged  Newspaper  representatives  were  noti-  Indianapolis  News,  “Lost  Motion  in  So- 


FOUR  NOTED  TAFT  BROTHERS 


by  rred  D.  Keister,  publisher  of  a  ready.  Taxation  Problems”;  Don  Bridge, 

weekly  newspaper  at  Ionia.  He  alleged  Newspaper  representatives  were  noti-  Indianapolis  News,  “Lost  Motion  in  So- 
that  Grimes  had  colored  the  news  as  fied  by  Senator  Moses  to  be  on  hand  if  Called  Merchandising  for  Achrertisers” ; 
ordered  by  his  superiors,  and  that  the  they  wished  to  crombat  any  fresh  state-  William  Donahue,  Chicago  Trilmne, 
Detroit  News  had  been  unfair  towards  ments  made  by  spokesmen  for  the  De-  “Proper  Training  of  Advertising  Sales 
Mayor  John  W.  Smith  in  his  campaign  partment  which  is  seeking  to  upset  the  Crews  to  Eliminate  Wasted  Energy” ; 
for  re-election.  present  law  in  a  further  effort  to  justify  Louis  Wiley,  New  York  Times,  “Lost 

Edmund  W.  Booth,  editorial  director  the  costs  ascertainment  report  which  was  Motion  and  Waste  in  Advertising” ;  R.  E. 

of  the  Booth  newspapers  in  the  state,  repudiated  at  the  last  session  of  Congress.  Lent,  Passaic  Daily  News,  “Waste  in 

replied  to  the  charges,  disclaiming  any  Despite  the  latest  move  of  the  Depart-  Advertising.”' 

official  connection  with  the  Detroit  ment  no  postal  rate  revision  at  the  com-  More  than  150  hotel  reservations  have 
News  with  the  exception  that  its  pub-  ing  session  of  Congress  is  anticiapted,  already  been  made,  it  was  announced  this 
Usher  was  his  relative.  Mr.  Booth  and  whatever  recommendations  the  De-  week.  Many  members  will  leave  for 
declared  that  if  it  could  be  proved  that  partment  may  make  are  expected  to  be  White  Sulphur  Springs  on  Special  A.  N. 
correspondents,  Mr.  Grimes  in  particu-  “tabled”  until  the  present  law  has  been  P.  convention  cars, 
lar,  were  coloring  the  news  to  fit  some  in  operation  for  .i  year  at  least.  The  first  session  will  be  called  to  order 

political  bias  or  some  ulterior  purpose  _ 

of  his  superiors,  he  would  resign  his  job. 

Senator  Harry  Whitely  of  Dowagiac,  ,  ,  ,  ,  _ _ _ 

who  was  called  by  Mr.  Booth,  declared  FOUR  NOTEID  TAFT  BROTHERS 

that  from  the  standpoint  of  an  anti¬ 
administration  newspaper  man  that  he  _ _ _ _ 

did  not  think  the  news  was  colored  but 
that  the  sources  of  news  at  Lansing 
were  all  of  an  administrative  nature, 
thus  accounting  for  the  preponderance 
of  administration  material. 

The  convention  was  officially  opened 
Thursday  afternoon  by  A.  L.  Miller, 
editor  of  the  Battle  Creek  Enquirer- 
News.  His  kejTiote  speech  emphasized 
the  need  for  discussion  of  newspaper 
problems.  Then  followed  a  talk  by 
George  Averill  of  the  Birmingham  Ec¬ 
centric  on  “Journalism  Students  in  the 
Weekly  Field.”  He  pointed  out  the 
importance  of  the  small  daily  or  weekly 
as  a  training  ground  for  the  graduate, 
and  stressed  the  need  for  trained  re¬ 
porters  and  schools  of  journalism. 

Charles  D.  Cameron,  editor  of  the 
church  department  of  the  Detroit  News 
addressed  the  gathering  on  “The  Church 
As  a  Source  of  News.”  He  defined 
church  news  as  tlie  presentation  of  facts 
concerning  actual  progress  in  the  re¬ 
ligious  field;  and  ‘not  remarks  about 
church  controversies,  nor  the  promulga¬ 
tion  of  church  propaganda. 

Prof.  Preston  Slosson  of  the  Univer¬ 
sity  of  Michigan  history  department,  in 
speaking  of  “The  Newspaper  as  an 
Organ  of  Government,”  advocated  the 
addition  of  an  “informative”  department 
to  our  executive,  legislative  and  judicial 
divisions  of  government.  “The  news¬ 
paper,”  he  said,  “is  an  organ  of  govern¬ 
ment.  such  that,  without  it,  democracy 
would  not  exist.”  Elx-president,  lawyer,  teacher,  and  newspaper  maker,  makes  up  the  distinguished 

Dr.  Clarence  Cook  Little,  newly  Taft  family  pictured  together  at  the  dedication  Oct.  28,  of  the  Taft  Law  College, 

chosen  president  of  the  University  of  Cincinnati,  named  in  honor  of  the  late  Alphonso  Taft,  their  father.  From  left 

Michigan,  gave  the  leading  address  on  to  right:  Henry  W.  Taft,  prominent  New  York  lawyer;  William  Howard  Taft, 

the  first  evening  of  the  convention.  Charles  P.  Taft,  publisher  of  the  Cincinnati  Times-Star;  and  Horace  D.  Taft, 

An  address  in  memory  of  the  late  headquarters  of  Taft  School  at  Watertown,  Conn.  Chief  Justice  Taft  was 

President  Marion  LeRoy  Burton  of  the  awarded  an  honorary  degree  by  the  University  of  Cincinnati. 


Elx-president,  lawyer,  teacher,  and  newspaper  maker,  makes  up  the  distinguished 
Taft  family  pictured  together  at  the  dedication  Oct.  28,  of  the  Taft  Law  College, 
Cincinnati,  named  in  honor  of  the  late  Alphonso  Taft,  their  father.  From  left 
to  right:  Henry  W.  Taft,  prominent  New  York  lawyer;  William  Howard  Taft, 
Charles  P.  Taft,  publisher  of  the  Cincinnati  Times-Star;  and  Horace  D.  Taft, 
headquarters  of  Taft  School  at  Watertown,  Conn.  Chief  Justice  Taft  was 
awarded  an  honorary  degree  by  the  University  of  Cincinnati. 


at  10  A.  M.,  Nov.  Kl*.  by  S.  E.  Thooa- 
son,  Chicago  Tribune,  association  presi- 
dent,  who  will  make  the  welcoming  ad¬ 
dress.  The  convention  will  then  be  tunjtd 
over  to  W.  B.  Bryant,  of  the  Paterson 
(N.  J.)  Press-Guardian,  chairman  of  the 
program  committee.  I 

Business  sessions  will  be  held  Tuesday,  ( 
Wednesday  and  Thursday  mornings,  and  i 
the  afternoon  will  be  devoted  to  golf 
Special  events  have  been  arranged  for 
ladies. 

EDITOR  SENT  TO  JAIL 
FOR  GROUP  UBEL 

Editorial  Writer  of  Suspended  Statx- 
Zeitung  la  Sentenced  to  6  Months  for 
Attack  on  American  Legion 
in  1921 


Springfield,  Ill.,  Nov.  2— The  Illinois  -  c 
supreme  court  last  week  affirmed  the  , 
sentence  of  a  lower  court  committing  •] 
Arthur  Lorenz  of  Chicago,  editorial  ( 
writer  of  the  Stats  Zeitung,  a  Chicago  i 
German  language  newspaper,  to  six  j 
months  in  jail  in  Cook  county  for  “crim-  < 
inat  libel”  against  the  American  Legion.  [  t 
Lovenz’s  editorial  appeared  Dec.  13,  1921  I  ( 
and  applied  derogatory  adjectives  against  | 
menabers  of  the  legion.  The  defense  was  |  ; 
that  no  one  was  named  but  the  supreme  I 
court  opinion  was  to  the  point  in.  that  f  , 
particular. 

“A  libel,”  is  held,  “on  a  class  or 
group  has  as  great  a  tendency  to  pro¬ 
voke  a  breach  of  the  peace  or  to  dikurb  1 
society  as  has  a  libel  on  an  individual  and  ! 
such  a  libel  is  punishable  even  though  its 
application  to  individual  members  o£  the 
class  can  not  be  proved.”  Justice  Heard 
wrote  a  dissenting  opinion. 

The  paper  is  now  out  of  business. 

“That’s  going  very  far,”  was  the  com¬ 
ment  of  a  leading  New  York  libel  law¬ 
yer,  when  the  Illinois  decision  was 
brought  to  his  attention  by  Editor  & 
Publisher.  He  declined  to  be  more 
specific  without  more  detailed  knowl-  . 
edge  of  the  case  in  question. 

“CTass  libel  is  possible,  however,”  he 
maintained.  “There  are  many  cases  of 
class  libel  on  the  books.  Every  state 
has  different  libel  laws,  while  the  under¬ 
lying  principle  remains  the  same. 

“The  principle  of  class  libel  is  that  a 
group  or  a  class  may  be  centered 
criminally  libelled  if  the  description  of 
the  group  or  class  is  so  worded  and  de¬ 
fined  as  to  enable  friends  or  acquaintances 
to  repognize  the  application  of  the  libel¬ 
ous  matter.” 

As  an  instance  of  group  libel,  the  at¬ 
torney  cited  a  supposed  case  brought  by 
the  board  of  directors  of  a  corporation. 
None  of  the  board  might  be  named  in  the 
libelous  article,  but  the  writer  could  be 
prosecuted  in  view  of  the  fact  that  many 
thousands  of  people  would  know  just 
who  were  members  of  the  particular 
board  mentioned. 

TABLOID  FOR  WILMINGTON 

E.  M.  Davis,  Weekly  Editor,  Announces 
New  Delaware  Daily 

Edward  M.  Davis,  editor  and  publishw 
cf  the  Delaware  Ledger,  a  weekly  printed 
in  Newark,  Del.,  has  announced  his  m* 
tention  of  starting  a  daily  tabloid  in  Wil¬ 
mington,  probably  an  afternoon  paper. 
He  says  a  plant  will  be  provided  at  a 
cost  of  $220,000. 

Mr.  Davis  says  the  paper  is  amply  fin¬ 
anced,  but  has  not  named  his  associates. 
He  is  to  be  president  and  editor  of  the  [ 
company.  The  Delaware  Ledger  is  to  be 
continued  as  at  present. 

Editor  Cooperate*  With  School 

The  Seattle  Times  will  run  an  edi-j 
torial  contest  for  nine  weeks  for  stu-l 
dents  in  the  School  of  Journalism,  Uni¬ 
versity  of  Washington,  the  best  edi¬ 
torial  to  be  printed  in  the  Times  and  th* 
writer  to  receive  a  prize  of  ten  dollars. 
Elliot  Curry,  senior,  won  the  first  week’s 
prize  October  26,  with  an  editorial  en-  - 
titled  “Tax  Reduction  and  The  National  I 
Debt.” 


National 


Editor  &  Publisher  for  November  7,  1925 


How  Editorial  Laxity  Nibbles  Profits 


Concluding  Article  On  Improved  Copy  Methods  Which  Will  Eliminate  Lost  Motion  and  Waste 

in  Composing  Rooms — Solving  the  Problems 


By  EDWARD  H.  EDWARDS 


(Copyright  1925,  by  Editor  Mi  Publisher  Co.) 


B-'  ^  ^ 


jy _ CRITICISMS  AND  SUGGESTIONS  stands  out  and  is  different  from  the  aver-  ridicule  all  those  who  do  not  side  with 

,  iit.it  QE-  **1;^  that  counts,  and,  within  certain  them;  they  are  obstructionists  and  trou- 


I  N  innovation  that  would  t  *  a  typographical  style  and  uniformity,  the  ble-makers,  and,  paradoxical  as  it  may 

sist  and  unify  the  w'ork  ot  printer  should  have  scope  and  latitude.  seem,  they  not  infrequently  wield  an  in- 


papcr  operators  would  be  the  formulation  class  of  advertisements,  however,  fluence  very  harmful  to  the  whole  or- 

of  a  fevv  simple  rules,  prmted  and  ^steci  handled  according  to  given  styles,  ganization. 

on  the  front  of  the  machine,  so  that  an  small  classified.  These,  usual-  Occasionally  an  employe  shows  a  dis- 

operator  will  always  have  betore  him  ^vritten  by  an  advertiser  entirely  un-  position  to  learn  something  of  the  work 
what  might  be  considered  fundamentals,  acquainted  with  the  style  in  which  which  does  not  come  directly  in  his  line 
The  “regulars  sometimes  iieed  remind-  compositor  is  supposed  to  set  them,  of  duty.  He  is  ambitious  to  be  an  all- 
ers,  but  this  ^system  would  be  especially  scanned  closely  by  the  clerk  round  man,  observes  the  work  of  others 

useful  to  the  substitute,  and,  particular-  receiving  them  so  that  any  illegible  words  and  is  willing  to  help  at  anything.  Here 
ly,  a  new  man  m  an  office,  buch  rules,  questionable  meanings  may  be  made  the  trouble-maker  steps  in  and  in  various 
of  course,  should  be  formulated  to  suit  iggi^je  or  clarified  at  the  source.  Every  ways  tries  to  discredit  his  fellow-worker, 
the  circumstances,  but  as  a  suggestion  to  should  be  written  on  a  blank  form  .\s  one  for  more  than  forty  years  a  mem- 

cover  most  cases :  ^^jt^  spaces  at  the  top  showing  the  ber  of  thd  Typographical  Union,  the 

“W  hen  in  doubt  as  to  st^  reter  to  classification,  number  of  insertions,  and  writer  can  sav  that  this  is  not  in  ac- 

Style  Book  or  ask  your  neighbor.  any  special  instructions  as  to  space,  cordance  with  the  teachings  of  the  or- 

“Correct  galley  proofs  as  soon  as  re-  ^^hether  it  is  to  be  set  in  caps  or  black-  ganization  but  is,  on  the  contrary,  in  di- 

ceived,  and  if  there  are  further  correc-  type,  etc.  rect  violation  of  its  underlying  principles, 

tions  pass  to  ne.xt  operator.  Ihis  is  infrequent  occurrence  for  N'ot  a  few  men  roam  from  office  to 

imperative.  ,  •  r  .an  operator  to  set  an  “ad”  in  the  usual  office,  claiming  to  be  operators  when  they 

"When  leaving  machine  tor  an  appreci-  ouly  to  find  at  the  bottom,  marked  are  not.  This  is  a  very  pernicious  prac- 

able  tirne  turn  off  power  and  *|8hf-  in  an  obscure  way,  instructions  for  setting  tice  and  is  an  injustice  to  the  legitimate 

“.\void  w’lde  spacing  as  much  as  pos-  some  other  than  the  usual  way.  operator  seeking  employment,  as  well  as 

sible,  especially  near  end  of  paragraph.  ^  blank  at  the  top  for  all  instructions  a  handicap  to  the  foreman  ,( who  depends 

This  does  not  mean,  however,  that  ques-  understanding  that  directions  on  the  product  from  each  machine  to  set 

tionable  divisions  should  be  made  rather  giy.gu  elsewhere  were  to  be  ignored,  the  paper),  proving,  with  dirty  proof- 
than  wide  spacing.  would  prevent  the  resetting  of  many  a  sheets  and  small  output,  a  drag  and  a 

_  small  “ad.”  detriment  rather  than  a  help,  for  all  of 


than  wide  spacing.” 


detriment  rather  than  a  help,  for  all  of 


,  .  ft,.  Many  employes  are  ambitious  and  want  which  the  incompetent — known  to  the 

.Ml  operator  making  prootsheet  c^rec-  progress,  while  another  class  is  satis-  trade  as  a  “barnstormer” — receives  pay 
tions  should  pass  the  proot  ^with  nis  j-  .  -j,  things  as  ihev  are.  and  still  and  bracs  about  havimi  eotten  awav  with 


corrections,  neatly  rolled,  beginning  at  the  .,„^her  class— a  small  minority — are  it.  This  reflects  discredit  not  only  upon 

bottom  so  p  to  leave  the  top  ot  the  ambitious  themselves  nor  patient  the  barnstormer  but  upon  the  ciaft. 

galley  proof  exposed),  to  the  operator  those  who  try  to  improve.  These  For  this  unfair  condition,  which  is  also 

r  11  a  ^1  'alter,  as  a  rule,  ’  become  cliquish  and  prevalent  in  the  proofroom,  as  well  as 


this  method  is  followed  it  will  be  found 
that  when  the  proofsheet  reaches  the 
correcting  bank  it  contains  all  the  correc¬ 
tions  and  makes  it  possible  for  the  bank 
corrector  to  complete  his  work  and  pass 
the  corrected  galley  to  the  “ready”  bank 
or  to  the  proofpress  for  revise. 

This  point  may  seem  of  minor  im¬ 
portance,  but  it  must  be  taken  into  con¬ 
sideration  that  if  the  proof  is  passed 
to  the  bank  corrector  with  only  a  part 
of  the  corrections  made  he  can  correct 
only  the  portion  corrected  by  the  oper¬ 
ator  and  must  pass  the  proof  back  for 
the  otjjer  corrections,  sometimes  as  often 
as  three  or  four  times.  In  the  mean¬ 
time  the  bank  corrector  takes  up  other 
work,  dismissing  from  his  mind  the 
proof  sent  back  to  the  operator.  After 
a  while  the  first  proof  is  returned  to 
him ;  the  galley  must  be  relocated,  and 
he  then  takes  up  the  work  where  he  left 
off.  Again  he  places  in  the  corrected 
lines,  only  to  find  that  the  operator  mak¬ 
ing  the  last  corrections  did  not  make 
italic  or  small  cap  corrections,  as  the 
case  may  be,  or  that  there  are  corrections 
for  the  head-letter  machines.  This  neces¬ 
sitates  a  return  of  the  proof  to  the  oper¬ 
ator  again.  Such  instances  are  very 
frequent  and  needlessly  consume  time  of 
operators,  bank  men  and  messengers. 

.Adherence  to  the  above  rule  will  not 
only  expedite  but  simplify  the  work  and 
insure  more  accuracy  by  the  operator  and 
bank  corrector. 

As  far  as  practicable,  each  operator 
should  correct  his  own  proofs.  He  would 
thus  have  an  opportunity  to  see  his  er¬ 
rors  and  keep  posted  on  office  style.  To 
have  it  as  an  established  principle  that 
a  compositor’s  work  is  not  finished  until 
his  proofs  arc  corrected  would  tend  to 
instill  the  practice  of  accuracy,  which 
means  true  economy. 

While  these  suggestions  apply  mainly 
to  the  “news”  sections  of  the  composing 
room,  they  may,  in  z  modified  form,  be 
applied  to  the  “ad”  department.  In  dis¬ 
play  “ads”  it  is  the  workmanship  which 


SONGS  OF  THE  CRAFT 


(If’iitten  E.rclusizcly  for  Editor  &  Publisher) 


By  Henry  Edward  Warner 


WILLI.AM  BRADFORD 


(The  first  newspaper  publisher  of  New  York  City  whose  Gazette  200  years 
ago  followed  the  first  newspaper  in  Pennsylvania,  The  American  Mercury, 
published  by  his  son  Andrew.) 


Beneath  the  sod  of  Trinity 
In  peaceful  sleep  he  lies. 

The  secrets  of  infinity 

Oped  to  his  spirit’s  eyes; 

And  that  which  mortal  was  has  fled. 
But  Bradford  ...  is  not  dead! 


That  soul  that  dared,  it  could  not  die! 

Let  flesh  the  Earth  caress! 

But  Bradford  lives,  inspired  by 
The  spirit  of  his  press! 

A  million  tons  of  steel  acclaim 
The  honor  of  his  name. 


To  that  untrodden  Way  he  came 
A  Pioneer,  and  gave 
His  rough-hewn  courage  to  a  Game 
That  wooed  pone  but  the  brave. 
Somewhere,  somehow,  he  lives  today 
Who  cleared  his  mission's  way. 


And  1  shall  not  regard  him  dead 
Who  lies  in  Trinity;  .  .  . 

The  Tenant  of  the  structure  fled 
Bides  in  infinity! 

Peace  to  his  soul!  .  .  .  and  may  he  sleep 
Safe  in  his  City’s  keep! 


the  machine  department,  there  should  be 
some  remedy. 

.\s  an  alternative,  it  is  suggested  the 
doors  of  opportunity  be  opened  wider  for 
printers  to  learn  the  operation  of  ma¬ 
chines.  This  seems  a  subject  worthy  of 
consideration  by  puldishers  and  union  or¬ 
ganizations,  to  the  end  that  some  plan 
may  be  worked  out  that  would  be  bene¬ 
ficial  to  the  ambitious  printer,  his  organi¬ 
zation  and  the  publisher. 

.Apprentices  and  unapprenticed  boys  re¬ 
ceive  scant  consideration  in  many  news¬ 
paper  offices.  This  is  manifestly  unfair 
to  the  boys,  the  office  in  which  they  are 
employed  and  the  welfare  of  the  future  of 
the  craft.  The  number  of  apprentices  is 
limited  by  union  rule  in  proportion  to  the 
number  of  journeymen  in  a  given  office; 
but  as  many  non-appreiiticed  boys  may  be 
employed  as  are  necessary. 

To  obtain  the  best  results,  each  appren¬ 
tice  slniuld  be  placed  under  the  direct  su¬ 
pervision  of  a  competent  hand-compositor, 
who  will  interest  himself  in  the  boy’s 
typographical  work  and  his  conduct  in 
every  way  in  the  office. 

The  unapprenticed  boys  should  likewise 
be  under  the  general  direction  of  someone 
of  mature  years  who  will  see  to  it  that 
they  not  only  perform  their  duties  but 
conduct  themselves  properly  toward  each 
other  and  the  other  employes. 

Most  boys  enter  the  composing  room 
with  the  expectation  of  becoming  appren¬ 
tices  whenever  the  opportunity  presents 
itself.  It  is  for  this  reason,  as  well  as 
the  boy’s  welfare,  that  his  deportment 
should  be  under  close  observation.  -Al- 
nnist  every  boy  is  amenable  to  the  right 
kind  of  tutelage  and  an.xious  to  progress 
toward  apprenticeship.  Proper  principles 
instilled  at  this  formative  periiKl  will 
prove  of  lifelong  benefit  to  the  future 
man  and  his  calling.  Tiki  much  stress 
cannot  be  laid  upon  the  importance  of 
starting  a  Ixiy  right  and  watching  over 
him  to  keep  him  under  proper  control. 

Boys  will  be  boys  (and  due  allowance 
should  be  made  for  them),  but  one  who 
does  not  soon  understand  his  duties  and 
place  in  the  composing  room  should  give 
way  to  some  one  more  appreciative. 

In  almost  every  newspaper  office  is 
found  at  least  one  disgruntled  employe. 
.Vothing  suits  him.  He  grumbles  to  his 
fellow-workers,  sometimes  imagining  that 
he  is  singled  out  for  the  more  disagree¬ 
able  duties;  that  the  foreman  does  not 
give  him  a  square  deal;  that  every  propo¬ 
sition  emanating  from  the  owner  or  pub¬ 
lisher  is  for  some  ulterior  motive.  Not 
satisfied  with  discussing  with  his  fellow- 
workers  his  office  troubles,  he  may  be 
found  wherever  printers  congregate,  air¬ 
ing  his  grievances  and  discrediting  the 
office  in  which  he  is  employed.  No 
one,  perhaps,  could  convince  him  that  he 
is  usually  wrong  in  his  conclusions.  But 
he  might  convince  himself  if  he  would 
quietly  and  dispassionately  weigh  the 
facts  concerning  his  dissatisfaction  and 
investigate  the  conditions  in  other  offices 
which  he  might  expect  to  find  free  of  ob¬ 
jectionable  features. 

No  doubt  there  are  situations  existent 
in  composing  rooms  where  an  employe 
does  not  fit  and  where  the  “powers  that 
be,”  without  just  cause,  make  it  uncom¬ 
fortable;  but  as  a  general  proposition,  if 
the  dissatisfied  one  will  reason  out  his 
own  case  many  of  the  troubles  will  dis¬ 
appear.  He  is  entitled  to  know  why  there 
is  an  apparent  discrimination  against  him. 
The  average  foreman  will  readily  discuss 
{Continued  on  Page  43) 


1 


I 


i 


10 


Editor  &  Publisher  for  November  7,  1925 


PLAYING  FANCY  TRICKS  WITH  A  SINGLE 
NEWSPAPER  ADVERTISING  COLUMN 


Chief  Charm  Is  That  It’s  Different,  Says  Hiomas  Ryan,  Creator 
of  Ovington’s  Copy  Style — Presents  Rules  for  Making 
Effective  Use  of  Elongated  Space 


will  not  be  long  before  ‘Do  Your 
Christmas  Shopping  Early’  will  be 


added  to  the  advertising  copy  of  many 
retail  stores. 

“Ovington’s,  I  have  no  doubt,  how¬ 
ever,  will  put  in  their  space  the  slogan 
‘Do  Your  Christmas  Shopping  Late — and 
still  find  distinctive  gifts  aplenty  at 
Ovington’s.’  ’’ 

Thomas  Ryan,  of  Pedlar  &  Ryan,  the 
advertising  agency  which  handles  the  ac¬ 
count  of  Ovington’s,  New  York  gift  shop, 
who  was  talking,  told  this  story  in  answer 
to  the  question  why  he  showed  a  pre¬ 
ference  to  the  use  of  full  single  column 
newspaper  space  for  Ovington  advertis¬ 
ing  copy. 

“It’s  chief  charm  is  that  it  is  different,’’ 
Mr.  Ryan  explained. 

Mr.  Ryan  formerly  an  executive  in  the 
firm  of  Barton,  Durstine  &  Osborne,  Inc., 
was  among  the  first  to  discover  the  possi¬ 
bilities  of  using  the  full  single  column 
space  of  a  newspaper  for  advertising  pur¬ 
poses.  Others  now  using  it  in  New  York 
newspapers  include  Brokaw  Brothers, 
Cushman’s  Sons,  Inc.,  Lightolier,  the 
India  Tea  Growers  Association,  and 
Julius  Kayser  &  Co. 

Rules  for  effective  use  of  the  single 
column  space,  Mr.  Ryan  said,  are  simple. 

“First,”  he  said,  “the  chief  value  of 
the  single  column  is  the  illustrative  effects 
obtainable  in  that  space.  It  is  my  opinion 
that  the  text  should  be  limited  to  as  few 
words  as  possible. 

“The  illustration  should  carry  the  read¬ 
er’s  eye  from  the  top  to  well  below 
the  middle  of  the  column.  The  whole 
picture  should  not  appear  in  the  column. 
Let  part  of  it  go  outside.  In  this  way, 
a  skillful  artist  can  easily  give  the  im¬ 
pression  that  larger  space  is  used. 

“The  text  of  a  single  column  adver¬ 
tisement  tells  the  story  best  when  limited 
to  about  fifty  words.  The  tvpe  should 
be  larger  than  that  used  in  the  news 
columns.  It  is  possible  to  get  very  few 
words  on  each  line,  and  the  necessary 
jumps  would  be  hard  on  readers’  eyes  if 
the  text  was  allowed  to  run  too  long. 

“An  important  rule,  I  believe,  is  that 
an  advertiser  should  not  use  the  single 
space  all  the  time.  Variety  is  one  ad¬ 
vantage  an  advertisement  should  never 
overlook.  Variety  in  form  is  as  valu¬ 
able  as  in  content. 

“And  above  all,  make  your  illustration 
so  striking  that  it  will  fairly  shout  for 
attention.  Make  your  advertisement  own 
the  page.” 

The  story  of  how  to  use  the  full  column 
is  also  told  in  “The  Progress  of  News¬ 
paper  Advertising,”  the  booklet  issued  by 
the  Bureau  of  Advertising  of  the  Ameri¬ 
can  Newspaper  Publishers  Association. 

A  national  advertiser  is  quoted  as 
follows ; 

“Primarily  we  seek  novelty  in  the 
physical  form  of  our  advertising  in  news¬ 
papers.  We  are  firm  believers  in  the 
assumption  that  the  shape,  the  form,  the 
style  of  a  campaign,  as  it  appears  on  the 
printed  newspaper  page,  is  highly  im¬ 
portant. 

“First,  we  made  certain  investigations 
and  we  found  at  least  40  per  cent  of 
campaigns  used  three  columns,  ten  inches. 
It  was  almost  as  if  these  proportions  had 
been  standardized.  And  in  other  sizes, 
there  was  the  same  degree  of  standardiza¬ 
tion,  as  if  by  common  agreement,  although 
I  feel  it  is  largely  an  advertising  ‘habit.’ 

‘To  break  away  from  convention  in 
this  regard  meant  to  obtain,  inevitably, 
increased  visual  attention,  because  we 
would  be  doing  ‘something  different.’  The 
weakness  in  full  column  space  seemed  to 
be,  not  so  much  in  the  limitations  of  the 
area  itself,  as  in  poor  compositions.  What 
was  placed  in  these  columns  and  the  man- 


than  three  hundred  single  column  news¬ 
paper  advertisements,  it  was  our  conclu¬ 
sion  that  the  better  examples  were  in 


this  classification  because  the  space  had 
been  shrewdly  studied  and  both  copy  and 
art  made  to  accomplish  a  given  objective. 

“The  chief  trouble  with  most  newspaper 
columns  is  that  they  fail  to  sustain  in¬ 
terest  from  top  to  bottom.  They  are 
broken  up,  composed  of  spotty  zones  of 


art  display  in  the  single  column  space,  the  familiar  newspaper  columnist's  meth] 
“This,  of  course,  leads  to  specific  in-  od.  The  advertiser  tells  his  story  -J 
structions  relative  to  the  actual  building  broken  paragraphs,  set  in  various  styU 
of  the  100%  column  display,  and  here  are  of  type.  At  first  glance,  the  feature  migh; 
our  office  rules  in  this  respect:  be,  indeed,  a  syndicated  feature  or  fc 

“(1)  The  illustration  should  be  all-in-  local  columnist’s  ‘stuff.’  Humor  is  ming" 
elusive  in  its  range;  that  is,  it  should  i^d  with  ‘reason  why’  copy.  This  oi 
literally  compel  the  newspaper  reader  to  umn  series  has  a  standard,  illustrated 
run  from  top  to  bottom  at  one  swift  heading.  It  is  signed  by  the  sales  manage 
glance.  of  the  company. 

“(2)  Action  is  desirable  in  single  col-  .  “In  another  campaign,  equally 
umn  illustrations.  To  illustrate:  an  ad¬ 
vertiser  formed  a  ladder  of  a  column, 
this  ladder  running  from  the  bottom  to 
the  top  of  the  space.  The  middle  rungs 
were  mortized  out  for  type.  At  the  bot¬ 
tom,  a  small  figure  climbed  upward,  and 
at  the  top  another  figure  waved  triumph¬ 
antly. 

“(3)  Do  not  scatter  the  illustrative 
features;  that  is,  do  not  drop  separate 


,  distinc¬ 
tive,  the  type  is  set  in  straight  reads 
style,  with  small  half-column  line  illustr^ 
tions  interspersed.  It  is  most  inviting  to 
the  eye.  There  is  a  desire  to  read  it 
because  of  the  news  flavor  it  exudes.  Yo 
it  is  for  a  product  no  more  exciting  than, 
rubber  boots.  These  ‘stunts’  are  based 
on  the  acknowledged  popular  interest 
newspaper  ‘columns.’  They  merely  imi 
tate  the  style.” 


TII“^ 


OV1SCTOV5 


FIVE  NEWSPAPER  MEN 
ON  A.  N.  A.  PROGRAM 


National  Advertiiera  Will  Hear  Repre-  f 
•entatives  of  the  Press  at  Meeting  to 
Be  Held  in  Washington  Nov.  IS¬ 
IS — Other  Speakers  Named 


OMNCTON't 


Five  prominent  newspaper  men  are 
scheduled  to  address  the  annual  meeting 
of  the  -Association  of  National  .Adver¬ 
tisers  to  be  held  in  Washington,  D.  C.  at  j 
the  Mayflower  Hotel,  Nov.  16-18. 

L.  E.  McGivena,  Ntnv  York  Daily 
Neios,  will  talk  on  the  question  “What 
-About  the  Tabloid  Newspaper?”;  I^n 
Bridge,  manager  of  merchandising  and 
national  advertising,  Indiampolis  Xeu's, 
on  “Newspapers  Should  Not  Give  Exces¬ 
sive  Merchandising  Service”;  J.  Thomas 
Lyons,  formerly  of  the  Baltimore  Eie- 
ning  News,  on  “Newspaper  Service  is  of 
Real  V' alue  to  the  Advertiser” ;  Marcellus 
Alurdock,  publisher,  Wichita  Eagle,  “The 
Logic  of  Higher  National  Rates”;  and 
Don  Seitz,  Neio  York  World,  on  “Rates 
and  Results.” 

Other  speakers  at  the  convention  will 
include : 

Tim  Thrift,  advertising  manager, 
American  Multigraph  Sales  Company,  on 
“Team  Work”;  H.  W.  Prentis, 
strong  Cork  Company,  “Merchandising 
Through  the  Jobber” ;  H.  H.  Maynard, 
Ohio  State  University,  “Tendencies 
Retailing”;  E.  A.  Filene,  Wm.  Filene’s 
Sons  Company,  Boston,  “The  Future  of 
Advertising’;  J.  R.  Brundage,  vice-pres¬ 
ident,  White  &  Wyckoff  Manufacturing 
Company,  “The  Need  of  Qoscr  Co¬ 
operation  in  Department  Store  Dis¬ 
tribution.” 

At  the  annual  dinner  the  speakers  will 
be  Strickland  W.  Gillilan,  Baltimore,  and 
Merle  Thorpe,  editor.  The  Nation’s  Bust- 


Officers  will  be  elected  at  the  closing 
business  session. 


To  be  different,  Ovington’s  New  York  gift  shop  makes  effective  use  of  a  single 
newspaper  column,  five  examples  of  copy  style  being  pictured  above. 


Newt  Men  Hosts  to  Sailor  Heroes 


interest ;  there  is  no  continuity.  The  best 
single  column  advertisement  makes  the 
reader  glance  the  entire  wav  down  that 
column  before  he  ever  starts  to  read,  and 
then  keeps  his  mental  and  visual  interest 
alive,  as  though  on  a  Cook’s  Tour. 

“There  is  a  monotony  to  most  column 
compositions.  They  may  start  off  with 
an  alert  headline,  but  they  soon  disinte¬ 
grate.  Neither  artist  nor  typographer  can 
keep  up  the  pace.  We  are  using  single 
columns  regularly  for  the  following  de¬ 
finite  reasons ; 

“(1)  The  physical  form  is  unusual. 
Comparatively  few  advertisers  are  em¬ 
ploying  it. 

“(2)  There  is  often  less  surrounding 
competition  in  the  matter  of  that  first 
visual  display.  The  column  stands  by 
itself;  often  it  is  set-off  by  a  column  of 
text  beside  it.  When  an  advertisement 
is  in  other  sizes,  it  is  compelled  to  meet 
competition  on  every  side. 

“(3)  The  trend  is  for  column  space  to 
get  ‘outside  position,’  which  is  highly  de¬ 
sirable  in  itself. 


“(4)  It  is  easy  to  read  text  set  single 
tier  of  the  placing,  made_  them  good  ad-  column  measure  because  this  is  the  con- 
vertising  or  poor  advertising.  ventional  newspaper  style. 

“And  after  clipping  and  mounting  more  “(5)  Opportunities  are  great  for  unique 


pictures,  here  and  there,  each  an  inde¬ 
pendent  feature.  This  breaks  up  con¬ 
tinuity.  It  also  makes  the  reader  jump 
from  one  block  of  type  to  another. 

“(4)  Do  not  run  type  out  to  the  final 
limits  of  the  column :  indented  typ<i- 
graphy  is  preferable,  and  it  should  not 
be  in  small-face. 

“(S)  The  best  illustration  of  all  is  the 
one  which  shrewdly  takes  the  elongated 
space  into  consideration  and  deliberately 
plans  to  guide  the  reader  down  to  the 
last  line.  An  example:  a  church  scene, 
with  a  wedding  in  progress.  The  aisle 
forms  the  column,  with  small  seated 
figures  on  either  side. 

“(6)  Borders  are  seldom  desirable. 
They  make  the  column  space  seem  cramp¬ 
ed  and  smaller  than  it  actually  is.  Type 
composition  and  illustrative  feature  will 
unify  the  column,  if  wisely  handled.” 

“One  of  the  significant  reasons  why  na- 
ticnal  advertisers  are  tumine  to  single 
column  campaigns  has  to  do  with  their 
rememberable  quality.  The  public  be¬ 
comes  conscious  that  a  certain  message  is 
being  delivered  in  a  certain  set  form,” 
the  Bureau  declares  in  its  book. 

“A  series  of  SO  column  advertisements, 
widely  distributed,  has  taken  the  form  of 


Cc 


The  Newspaper  Club  of  New  York  was 
host,  Oct.  30,  to  the  captain  and  crew  of 
the  S.  S.  President  Harding,  rescuers  of 
the  crew  of  the  wrecked  freighter  Ig- 
nazio  Florio  during  a  mid-Atlantic  hurri¬ 
cane  last  week.  Captain  Paul  C.  Grening. 
First  Officer  Stedman  and  the  volunteer 
boat  crew,  25  in  all,  attended  a  special 
performance  at  the  Hippodrome  as  the 
guests  of  the  Neiv  York  Herald  Tribune 
and  the  theater,  where  they  were  presen¬ 
ted  to  the  audience  by  Fred  D.  Benham. 
of  the  New  York  World.  Supper  was 
served  at  the  Newspaper  Club. 


Ital; 
new 
par 
evei 
1 
at  t 
lini 
pos 
the 


Planning  to  Advertise  Alabama 

Plans  for  raising  funds  to  advertise 
-Alabama  will  be  discussed  at  a  meeting  to 
be  held  Nov.  7,  at  Montgomery,  .Ala.  of 
.Advertising  Alabama  Abroad,  Inc.,  an 
organization  formed  recently.  The  or¬ 
ganization  has  the  endorsement  of  the 
Alabama  Press  Association,  Fred 
Crampton,  its  president,  claims. 


fee 

an( 

rei 

bei 

be( 

fa' 

ha 


Amen  Comer  to  Dine  on  Dec.  5 

A  dinner  of  the  Amen  Corner  will  be 
held  at  the  Waldorf-Astoria  on  Satur 
day  evening,  Dec.  S,  commemorating  the 
first  dinner  of  the  Corner  given  on  the 
same  date  twenty-five  years  ago. 


L 


FASCIST  DICTATOR  IS  SNUBBED  BY  PRESS 


nanagej 

distioc-l 
reade 
illustn- 
'ting  to 
read  it 
's-  Y« 

ng  than 
;  based: 

:rest  irJ 
ly  imi-| 


T  OCARXO,  Switzerland,  Oct.  21. —  By  A.  E. 

Benito  Mussolini,  Fascist  dictator  of  (lyritien  for  Edi 

Italy  is  on  the  blacklist  of  more  than  200 

newspapermen  employed  by  journals  in  all  limerging  from  the  press  room,  seeing 
parts  of  the  world  to  cover  European  the  coresspondents  who  had  ignored  him 
events.  lounging  around  the  lobby,  Mussolini 

The  unprecedented  action  was  taken  spied  a  well  known  British  journalist, 
at  the  Locarno  Conference,  where  Musso-  (leorge  Slocombe,  of  the  Daily  Herald. 
lini  appeared  at  the  eleventh  hour,  sup-  W;  “  ’ 
posedly  to  “climb  on  the  bandwagon”  at 
the  signing  of  the  Western  Security  Pact,  on 
For  some  months  there  has  been  bad 
feeling  between  European  correspondents 
and  the  Fascist  government.  Several 
representatives  of  the  foreign  press  have 
been  expelled  from  Italy.  Others  have 
been  threatened  with  the  “bastinado,”  a 
favorite  weapon  of  the  Fascists,  while  all 
have  had  their  dispatches  censored. 

Today  there  is  not  a  newspaper  in  Italy 
that  can  go  to  press — unless  it  is  an 
avowed  Fascist  organ — without  having  its 
first  copy  censored  by  the  Prefect  of  Po¬ 
lice.  Not  a  single  Italian  correspondent 
dares  write  anything  derogatory  to  the 
Fascist  regime.  The  second  largest  paper 
in  Rome,  Stampa,  along  with  a  half  hun¬ 
dred  smaller  papers  has  been  suppressed. 

score  of  newspaper  offices  have  been 
destroyed. 

.\t  a  protest  against  the  Fascist  op¬ 
pression  of  the  press,  the  International 
Association  of  Journalists  .Accredited  to 
the  league  of  Nations  decided  to  “boy¬ 
cott”  Mussolini  when  he  appeared  at 
LcKrarno.  Attaches  to  the  Dictator’s 
party  announced  that  the  Premier  would 
receive  the  correspondents  at  the  Palace 
Hotel  Press  room.  After  paying  his  re¬ 
spects  to  the  allied  delegation  quartered 
there,  Mussolini,  a  la  Napoleon,  came 
slowly  down  the  sweeping,  staircase,  to 
the  lobby.  His  hand  was  over  his  breast 
in  the  most  approved  Napoleonic  fashion. 

Still  the  actor  was  Mussolini.  Behind 
him,  as  he  walked  through  the  group  of 
about  200  silent  newspapermen  trailed  the 
Italian  journalists — afraid  to  join  the  boy¬ 
cott.  Out  of  a  score  of  British,  one  single 
correspondent  attended  the  “audience.” 

His  case  was  exceptional.  He  was  sta¬ 
tioned  permanently  i«i  Rome  and  his 
failure  to  see  Mussolini  would  have  meant 
a  “bastinado”  at  least,  if  not  expulsion 
from  Italy. 

.Not  a  single  Dutch  correspondent,  not 
one  representative  of  the  Norwegian, 

Swedish,  Danish,  Finnish,  Russian  or 
Balkan  press  attended.  Even  the  Spanish 
and  South  .American  press  abstained. 

Three  out  of  about  thirty  Americans 
broke  the  solidarity,  while  a  few  odd 
Frenchmen  followed  the  Italians  and 
Germans.  Perhaps  fifty  percent  of  the 
Swiss  press  t(K>k  in  the  interview. 


Courant  spoke  up :  “.As  is  often  the  case.” 

I  To  which  Mussolini  cynically  replied  as 

he  walked  away  thoroughly  chagrined ; 
ocombe,  who  stands  a  head  “Peutetre  (perhaps).” 
ini,  smiled  and  replied:  “I  The  spectacle  of  a  prime  minister  bait- 
Mr.  President,  I  am  not  a  ing  a  newspaperman  proved  a  striking 
contrast  to  the  reception  given  the  press 
at  Cannes?  I  thought  you  by  Chamberlain,  Briand,  Vandervelde  and 
IS  I  am  mistaken?”  even  Luther.  Locarno  is  a  small  place, 

replied  Slocombe,  and  the  It  has  one  street.  And  at  almost  any 
of  the  Rotherdamische  hour  of  the  day  and  in  the  evening,  the 
-Allied  and  German  representatives  could 
M  fie  seen  sauntering  alone  or  with  a  ctmple 

'll  of  correspondents  along  the  promenade. 

G)r  seated  at  the  cafes  drinking  tea  or 
lieer — alone  and  unguarded.  When  Mus- 

( _  solini  arrived  he  was  attended  by  more 

^1/  than  a  score  of  personal  guards  who 

never  left  his  presence.  An  auto  load 
P  )  V  ^  preceded  his  car  and  another  followed. 

V  j  ^  ^  “.And  I  walk  along  with  only  my 

'' —  ‘^3ne  ...”  commented  Briand  as  the 

.  ^  r ^  Fascist  Premier’s  cavalcade  rolled  by  in  a 

\  cloud  of  dust  and  the  roar  of  open  ex- 

J  Ilf  _  liausts  after  the  final  plenary  session. 

I,'  'jj  \  .A  few  minutes  previous  .\usten  Cham- 

iTf  berlain,  with  his  wife  on  his  arm,  saim- 

\  ^  '  A  tered  forth  between  the  aisles  of  cheering 

townspeople,  unaccompanied. 

I  7.-^  7^.:^  ,\  A  half  hour  later,  llerr  Stresemann, 

r "fi<^  fi**^!  received  numerous  threatening 
'  /  j  f  '  letters  from  Nationalists  warning  him  to 

)  1  ^ ‘remember  W'alther  Rathenau,”  who  was 

,V\(  assassinated  shortly  after  the  Genoa  pour- 

'v&i'— ^  \ parlers,  stopped  at  the  Cafe  Suisse  and 
^  t  drank  his  daily  beer,  alone. 

‘--'4  (  /\  \  ^  Y'andervelde,  now  foreign  minister 

^  \\/  y^V  \\  fi‘'^  "'fio  "'•I*  undoubtedly  be  the  next 

premier  of  Belgium,  even  refused  to  shake 
hands  with  the  Fascist  chieftain.  \'an- 
/  dervelde  was  a  personal  friend  of 

/  /y_^  Matteotli,  Italian  Socialist  murdered  by 

'  /  Fascists. 

^  7^1 — ''(\(\  fi'**  fi‘'*^*’  *fi‘'*  foreign  corre- 

V  spondents  “made”  Mussolini,  as  a  result  of 

romantic  publicity  woven  around  his 
j.  ^  figure  when  his  movement  was  young — 

and  clean. 

A  dinner  was  given  by  more  than  200 
^  \  foreign  corresiiondents  to  Messrs.  Cham- 

^  berlain,  Vandervelde,  Luther,  Stressemann, 

[\  Briand,  Benes,  Strynski  and  .Scialoja,  at 
)/  close  of  the  I>ocarno  Conference. 

jPyR  Mussolini  was  not  invited. 

>  .About  thirty  Americ;in  correspondents 

^  were  present  including  representatives  of 

'  n^itlT  •fi^'  Actt’  York  World,  New  York  Herald 

I'hhune,  New  York  Tioies,  Chicago 
Trihune,  Clct’eland  Plain  Dealer,  Kansas 
City  Star,  Chicago  Neuv,  Editor  and 
Publisher,  C/iiVago  Journal,  Philadelphia 
Public  Ledger,  .Associated  Press.  United 
Press,  New  York  Herald  of  Paris,  Inter¬ 
national  News  Service,  New  York  Atneri- 
ean,  L’nited  .News  and  Universal  Service. 


en  are 
neeting 
.Adver- 
'•  C.  at 


,  cA'aocrATtof^ 
ir<Te‘i.rA,-/ofr*v 

'  cpG 

JcnA-rAinrei  ^ 


Daily 
“What 
;  Don 
ig  and 
Ncu-s, 
Exces- 
rhomas 


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’,  “The 
and 
“Rates 


anager, 
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Filene’s 
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r  Co- 
Dis- 


closing 


tfotri.  PALAtH  /OCAK^o 


roes 

rk  was 
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er  Ig- 
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special 
as  the 
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er  was 


ma 

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nc.,  an 
he  or- 
of  the 
red  J  • 


Mussolini  was  not  invited  to  the  dinner  given  by  diplomats  to  newspaper  correspondents  at  Locarno.  Scene  and  menu  of  the  occasion  are  pictured  above. 


Editor  &  Publisher  for  November  7,  1925 


MORE  NEWS  TO  CEMENT  BRITISH  EMPIRE  TIES 


New  Cables  and  Lower  Radio  Rates  Between  United  Kingdom  and  Dominions  Sought  by  Elmpire 
Press  Union — Next  Meeting  Scheduled  to  Be  Held  at  London  in  1930 


By  W.  A.  CRAICK 

(Special  Correspondent  of  Eoitob  &  Publishek) 


\TELBOURNE,  Australia,  Oct.  3. —  Atlantic  and  in  the  meantime  to  hire  two  G.  A.  L.  Green,  South  Africa,  brought  each  being  spent  in  Victoria,  Tasmania, 
^  Dominating  the  proceedings  of  the  channels  from  the  Western  Union.  A  up  the  question  of  political  interference  South  Australia  and  West  Australia.  The 


Third  Imperial  Press  Conference,  which  further  resolution  expressed  satisfaction  with  the  press  as  instanced  by  the  pro-  main  party  of  British  delegates  concluded 

concluded  its  sessions  here  Oct.  1,  was  the  that  the  Eastern  Telegraph  Company  had  posal  in  South  Africa  to  legislate  in  favor  the  tour  at  Freemantle  in  West  Australia  - 

expression  of  the  need  for  a  more  adequ-  decided  to  lay  a  new  “loaded”  cable  be-  of  requiring  signatures  to  all  articles  on  November  2.  I 

ate  interchange  of  news  between  the  vari-  tween  Cocos  Island  and  Perth,  Australia,  written  about  elections  during  election  The  Conference,  which  held  its  sessions  I 

ous  parts  of  the  British  Empire.  One  In  view  of  the  early  completion  of  the  campaigns.  The  principle  was  declared  in  Menzies  Hotel  in  this  city,  was  repre-  | 

whole  day  and  part  of  a  second  were  wireless  station  at  Rugby,  England,  with  to  be  most  pernicious.  As  a  result  the  sentative  of  practically  all  parts  of  die 

devoted  to  a  discussion  of  various  aspects  its  Empire  range  and  radius,  it  was  urged  following  resolution  was  carried:  British  Empire  and  included  the  follow-  ■ 

of  the  question  of  interimperial  communi-  that  the  tariff  of  charges  should  be  at  “This  Conference  deprecates  any  le^s-  ing  overseas  newspapermen:  I 

cation,  resulting  in  the  passing  of  a  series  the  lowest  possible  rate,  this  meaning  on  lation  or  administrative  action  which.  United  Kingdom  :  Rt.  Hon.  Vis-  ? 

of  resolutions  expressing  the  views  of  the  the  cost  of  management,  provision  for  in-  apart  from  the  necessary  restrictions  of  count  Burnham  London  Daily  Telegraph;  * 

Conference  on  the  problem  of  strengthen-  terest  and  reasonable  and  proper  allow-  the  existing  laws  of  libel  and  copyright,  \'iscountess  Burnham,  representing  the 

ing  and  bettering  the  various  channels  ance  for  depreciation.  Another  resolu-  in  any  way  curtails  the  liberty  of  the  Institute  of  Women  Journalists ;  Lord  ■ 

through  which  news  is  carried.  In  addi-  tion  expressed  regret  at  the  delay  in  the  newspaper  press,  or  fetters  its  free  ex-  Apsley,  London  Morning  Post;  Major  | 

tion  the  delegates  discussed  the  develop-  erection  in  England  of  stations  for  “beam”  pressions  of  opinion.  This  Conference  the  Hon.  J.  J.  Astor,  M.  P.,  London  ; 

ment  of  Empire  resources  and  trade  and  radio  transmission  but  welcomed  the  re-  further  expresses  the  opinion  that  it  is  Times;  Hon.  C.  W.  Bowerman,  P.  C,  ' 

also  took  up  the  subject  of  Empire  migra-  cent  statement  that  the  work  was  pro-  an  infringement  of  the  root  principle  un-  M.  P.,  representing  Printing  Trades  or- 

tion.  cceding  with  all  expedition.  derlying  the  liberty  of  the  press  to  re-  ganizations;  Sir  Harry  Brittain,  M.  P, 

The  official  opening  of  the  Conference  A.  W.  Moore,  India,  introduced  and  quire  political  or  other  articles  to  be  chairman  of  the  organizing  committee;  , 

Sept.  29  was  a  notable  function.  The  secured  the  adoption  of  a  resolution  ad-  signed  by  the  writer.”  Sir  Emslcy  Carr,  Nezvs  of  the  IVorld,  I 

Governor-General  of  Australia,  Lord  vocating  a  large  reduction  of  intermediate  The  position  with  regard  to  wireless  London;  Sir  Wiliam  Davies,  Cardiff  j 

Forster,  performed  the  ceremony,  after  press  cable  charges  between  important  broadcasting  of  news  was  introduced  by  Western  Mail;  David  Davies,  S'vansea  f 

J.  O.  Fairfax,  Sydney  Morning  Herald  centres  of  Imperial  communication,  indi-  Sir  Percival  Phillips.  He  contended  that  Daily  Post;  Capt.  Anthony  Eden,  M.  P,  ■ 

and  chairman  of  the  Australian  Section  eating  that  the  present  cost  of  relaying  the  newspapers  of  the  Empire  would  Yorkshire  Post;  J.  R.  Findlay,  Edin-  1 

of  the  Empire  Press  Union,  had  outlined  messages  from  Colombo  to  such  stations  sooner  or  later  have  to  face  serious  com-  burgh  Scotsman;  N.  B.  Graham,  Wol- 

the  arrangements  for  the  Conference  and  as  Penang,  Singapore  and  Hong  Kong  petition  in  some  form  from  broadcasting,  zerhampton  Express;  A.  P.  Herbert, 

welcomed  the  overseas  visitors.  Impress-  was  greater  than  the  cost  of  telegraphing  perhaps  from  stations  under  direct  gov-  Punch;  F.  J.  Higginbottom,  London 

ive  addresses  were  then  delivered  by  the  from  London  to  Colombo.  ernment  control,  as  well  as  from  those  Daily  Chronicle;  Sir  Edward  Iliffe,  M. 

Earl  of  Stradbrooke,  Governor  of  the  There  was  some  debate  on  a  resolution  operated  by  private  agencies.  He  de-  P.,  Allied  Newspapers  Limiteil;  Mrs. 

State  of  Victoria,  and  Premier  Bruce  of  introduced  by  A.  C.  C.  Holtz,  Melbourne,  clared  that  the  tendency  of  broadcasters  Henson  Infield,  Brighton  Daily  News; 

the  Commonwealth  Government.  The  supporting  the  proposal  that  the  reciprocal  was  to  throw  off  all  supervision  and  to  Mrs.  A.  W.  Moore,  Sheffield  Daily  Tele¬ 
election  of  president  of  the  Conference  wireless  station  in  England  for  communi-  insist  upon  their  rights  as  free  agents  graph;  Sir  Frank  Newnes;  Sir  Percival 

followed,  only  one  name  being  submitted,  cation  with  .-Xustralia  should  be  controlled  to  serve  the  public  with  news  as  they  saw  Phillips,  London  Daily  Mail;  Sir  Joseph 

that  of  Lord  Burnham.  In  a  brief  ad-  and  operated  by  .\ustralia,  it  being  con-  fit.  Experiences  in  different  parts  of  Reed,  The  Press  Association;  Capt.  R 

dress  of  acceptance.  Lord  Burnham  out-  tended  by  some  delegates  that  in  a  time  the  Empire  were  voiced  by  delegates  and  J.  H.  Shaw,  London  Times;  W.  Turner, 

lined  the  history  of  the  Imperial  Press  of  national  emergency  difficulties  might  finally  a  resolution  was  adopted  asking  Reuters  Limited;  E.  Woodhead,  Hud- 

movement,  describing  the  conferences  of  arise  if  a  station  were  controlled  by  the  Council  of  the  Empire  Press  Union  dersheld  Examiner. 

19(y>  in  London  and  of  1920  in  Ottawa.  another  government.  An  amendment  in-  to  appoint  a  “watching”  committee  to  Can.xda:  J.  H.  Woods,  Calgary  Her- 
“The  Empire  Press  Union  does  not  exist  serting  the  words,  “while  recognizing  the  keep  the  overseas  branches  informed  of  aid;  J.  W.  Dafoe,  Winnipeg  Free  Press; 
only  for  the  holding  of  periodic  confer-  right  of  the  Imperial  Government  to  re-  developments.  C.  E.  Crandall,  British  United  Press, 

ences,”  said  Lord  Burnham,  “and  in  that  sume  control  of  the  working  in  times  of  Sir  Edward  Iliffe  precipitated  a  debate  Montreal;  Hugh  Savage,  Couiclum 
sense,  unlike  what  is  said  of  journalism,  crisis,”  served  to  clear  up  this  difficulty  when  he  moved  for  action  in  the  direc-  Leader;  W.  A.  Craick,  Industrial  Can- 
it  is  not  ephemeral.  In  this  respect  it  is  and  riders  were  a<l<led  making  it  applic-  tion  of  tightening  up  copyright  protec-  ada,  Toronto.  (John  Bassett,  Montreal 
comparable  to  the  League  of  Nations.  It  able  to  other  parts  of  the  Empire  as  well,  tion  of  material  appearing  in  newspapers  Gasette,  and  Grattan  O’Leary,  Ottazva 
has  both  its  iiermanent  organization  and  The  longest  discussion  of  the  day  de-  and  periodicals.  He  claimed  that  there  Journal,  were  compelled  to  return  to  Can- 
its  general  assembly  and  within  its  sphere  veloped  on  a  resolution  put  forward  by  should  be  more  restriction  of  the  indis-  ada  prior  to  the  conference  on  account  of 
of  counsel  and  operation,  it  is  a  British  Sir  Hugh  Denison,  Sydney  Sun,  declar-  criminate  lifting  of  articles.  Representa-  the  general  election.) 

League  of  National  Newspapers.  Each  ing  that  it  was  desirable  that  a  complete  tives  of  the  smaller  papers  argued  in  South  Africa:  G.  A.  L.  Green, 
of  our  branches  does  its  own  work  in  its  service  of  cable  news  from  the  Dominions  favor  of  copying  articles  when  due  credit  Capetozvn  Argus;  B.  K.  Long,  Capetozm 
own  way,  according  to  the  ideas  and  to  Great  Britain  for  publication  in  the  was  given  but  there  was  a  general  feel-  Times;  D.  M.  Ollemans,  Daily  Friend, 
opinions  of  its  own  members.  It  is  for  newspapers  of  that  country  should  be  ing  that  this  was  being  carried  too  far  Bloemfontein;  U.  Sargent,  Natal  Mcr- 
all  of  us,  severally  and  jointly,  to  do  established.  He  indicated  that  Australian  and  the  Conference  adopted  Sir  Edward’s  cury. 

our  best  to  carry  into  effect  the  recom-  newspaix;rs  were  prepared  to  establish  a  motion  calling  upon  the  Council  of  the  New  Zealand:  Sir  George  Fenwick, 
mendations  of  our  conferences  in  the  bureau  for  the  purpose  of  supplying  such  Empire  Press  Union,  in  consultation  with  Daily  Times,  Dunedin;  W.  Dinwiddie, 
spirit,  as  well  as  in  the  letter,  of  news-  a  service.  Many  delegates  participated  other  organiiations,  to  consider  what  ac-  Napier  Herald;  H.  Horton,  Auekland 
paper  life.  The  broad  lines  of  newspaper  in  the  debate,  the  point  at  issue  being  the  tion  might  be  taken  to  increase  copy-  Herald;  Cecil  Leys,  Auckland  Star. 

IMilicy  are  laid  down  in  general  assembly;  extent  to  which  papers  in  Great  Britain  right  protection.  India:  A.  W.  Moore,  Calcutta  States- 

the  measures  for  carrying  it  out  have  to  would  use  the  service  so  supplied.  It  A  report  on  the  development  of  the  man. 

be  formulated,  considered  and  applied  in  developed  that  the  peculiar  needs  of  the  newsprint  manufacturing  industry  in  Burma  :  H.  Smiles,  Rangoon  Gasette. 
detail  and  so  far, — and  I  hope  it  may  British  press  made  it  undesirable  that  Canada  was  presented  by  \V.  A.  Craick,  Straits  Settlements:  H.  W'elhara, 
always  be  the  same, — the  branches  have  syndicated  news  should  be  sent,  each  paper  Toronto,  which  indicated  that  the  Do-  Straits  Echo,  Penang, 
worked  in  cordial  co-operation  with  the  preferring  to  have  its  own  correspond-  minion’s  capacity  as  a  newsprint  producer  Malta  :  Dr.  Augusto  Bartolo,  Daily 
central  office.”  Lord  Burnham  then  out-  ence.  Pooled  news  would  be  of  very  was  rapidly  increasing  and  that  there  .Malta  Chronicle. 

lined  the  work  that  had  been  done  by  the  little  value  to  the  great  London  news-  would  be  a  consideraWe  additional  sur-  _ _ 

Union  since  the  last  conference  in  the  papers.  Eventually  the  resolution  \yas  plus  for  export  in  the  near  future. 

direction  of  securing  quicker  and  cheaper  carried  in  an  amended  form,  pledging  The  problem  of  promoting  Empire  trade  Celebrates  50  Years  in  Advertising 

means  of  communication.  members  to  use  their  utmost  effort  to  see  was  discussed  by  Major  Astor  and  several  uiuvi 

The  conference  got  down  to  business  that  more  Dominion  news  than  was  now  other  speakers  and  a  resolution  was  adopt-  Ealph  Zork  of  the  advertising  depart- 

Sept.  30,  when  Major  Astor  introduced  published  would  be  used  in  their  respec-  cd  inviting  the  newspaper  press  in  all  u  ^ 

a  series  of  resolutions  bearing  on  com-  live  papers  in  future.  parts  of  the  Empire  to  take  all  possible  birthday  anniversary  on 

munications.  Sir  Emsley  Carr  introduced  a  resolu-  measures  to  promote  the  interests  of  inter-  of  chrysanthennims 

Several  of  these  were  of  a  general  tion  voicing  the  opinion  of  the  Conference  Empire  trade  and  to  impress  its  impor-  given  to  Mr.  Z^k  by  other  members 

character  and  were  disposed  of  rapidly,  that  penny  postage  for  letters  through-  tance  upon  the  reading  public  in  the  re-  ^  George  M.  Burbach, 

as  for  instance  one  declaring  the  Con-  out  the  Empire  should  be  restored,  in-  specting  countries.  Several  speakers  also  ^‘‘^ertising  manager  of  the  Post-Dispatch, 
ference  to  be  in  favor  of  the  fullest  pro-  stancing  the  experience  of  New  Zealand  discussed  the  question  of  Empire  migra-  ^  ®nort  at  the  morning  con- 

vision  of  facilities  for  telegraphic  com-  where  the  return  to  penny  postage  had  tion  and  it  was  decided  tliat  the  press  Mr.  Zork  has  been  with  that 

munication  througout  the  Empire  and  been  profitable.  _  His  resolution,  which  throughout  the  Empire  should  be  called  f®*"  to  years. 

one  expressing  the  urgent  public  impor-  was  carried  unanimously,  also  reaffirmed  upon  to  use  its  utmost  endeavors  to  pub-  - 

tance  of  the  provision  of  an  adequate  the  principle  that  postal  rates  within  the  lish  full,  accurate  information  of  the  ad-  „  j  i  •  v  •  i.  u  i.  d 
system  for  the  cheap  and  rapid  trans-  Empire  for  newspapers  and  periodicals  vantages  afforded  by  the  Dominions  to  “‘••"don  Join*  Knickerbocker  Pre»» 
mission  and  distribution  of  news  through-  should  not  exceed  the  lowest  rates  in  settlers  from  the  United  Kingdom.  M.  H.  Brandon  has  resigned  from  the 

out  the  Empire.  A  third  welcomed  the  force  between  any  foreign  country  and  After  the  customary  votes  of  thanks  Nezv  York  Evening  Graphic  to  become 
reduction  in  the  cable  rate  between  the  any  part  of  the  Empire.  had  been  adopted,  consideration  was  given  circulation  manager  of  the  Albany  Knick- 

United  Kingdom  and  Australia,  the  an-  The  question  of  communication  by  air  to  the  place  for  holding  the  next  Imperial  erbocker  Press.  Mr.  Brandon,  who  for 

nouncement  of  the  Pacific  Cable  Board  services  was  discussed  by  Sir  Harry  Brit-  Press  Conference  and  it  was  unanimously  the  past  years  has  ^en  connected  with 
that  it  would  employ  “loaded’  cables  in  tain  in  an  informative  address,  the  Con-  agreed  that  it  should  be  held  in  London  Macfadden  publications  as  contest  man¬ 
duplicating  the  Pacific  channel  and  the  ference  adopting  his  resolution  that  it  in  1930.  ager  and  the  Graphic  as  promotion  man 

decision  of  the  Western  Union  to  lay  viewed  with  sympathy  the  efforts  now  The  tour  of  Australia  which  was  be-  and  contest  editor,  was  formerly  circula- 

a  new  “loaded”  cable  across  the  Atlantic,  being  made  for  linking  up  by  air  the  gun  at  Sydney  on  September  1  and  which,  tion  manager  of  the  Bridgeport  (Conn.) 
At  the  same  time  it  urged  the  Imperial  different  sections  of  the  Empire  and  urged  prior  to  the  conference,  covered  the  states  Telegram  and  prior  to  that  circulat  on 
Government  to  take  immediate  steps  to  that  all  the  resources  of  the  Empire  be  of  New  South  Wales  and  Queensland,  manager  of  the  Ogden  (Utah)  Standard- 
lay  a  new  “loaded”  cable  across  the  used  for  the  development  of  air  services,  was  resumed  after  the  conference,  a  week  Examiner. 


I 


Editor  &  Publisher  for  IS  o  v  e  m  b  e  r  7,  1925 


13 


First  Among  All 
Metropolitan  Media 


The  Detroit  News 


With  a  Total  Volume  of 

24,031,714 

Lines  of  Advertising  During 
the  First  Nine  Months,  1925 


This  great  volume  once  more  places  The  De¬ 
troit  News  in  the  enviable  position  of  leading 
the  great  metropolitan  newspaper  leaders.  The 
Detroit  News  during  the  first  nine  months  of  1925  sur¬ 
passed  its  record  for  the  same  period  of  1924  by  1,614,- 
508  lines,  although  in  that  year  it  led  the  world  in 
total  advertising. 

Not  only  does  The  Detroit  News  lead  the  first  ten  great  metro¬ 
politan  newspapers  in  total  volume  of  advertising  carried,  but  it  also 
shows  the  greatest  increase  in  lineage  over  a  year  ago.  Each  month 
sees  increasing  patronage  of  Detroit  News  columns  by  advertisers, 
both  local  and  national,  due  to  the  growing  conviction  among  those 
of  experience  that  one  medium  adequately  covers  Detroit.  And  The 
News  is  that  medium.  In  fact,  no  other  city  of  Detroit’s  size  or 
larger  is  so  thoroughly  covered  by  one  newspaper  as  Detroit  is  by 
The  News. 


The  Detroit  News 

Greatest  Circulation  Week  Day  and  Sunday  in  Michigan, 


14 


Editor  &  Publisher  for  November  7,  1925 


N.  Y.  PUBLISHERS  TO  BROADEN  SCOPE 
OF  EMPIRE  PRINTING  SCHOOL 


Executive  Committee  Asked  to  Consider  Establishment  of 
Stereotyping  Course — Financial  Support  Assured — 
Associated  Press  Group  Meets 


lyTEMBERS  of  the  New  York  State 
•^'•^Publishers’  Association  at  their  fall 
meeting  in  Hotel  Syracuse  Friday  and 
Saturday,  Oct.  30-31,  passed  a  resolution 
asking  the  executive  committee  to  con¬ 
sider  the  establishment  of  courses  in 
stereotyping  and  press  work  at  the  Em¬ 
pire  State  School  of  Printing.  While 
these  courses  would  be  conducted  separate 
from  the  typesetting  and  printing  courses 
now  given  at  the  school  they  would  be 
given  in  the  same  building  under  the 
direction  of  Ross  Kellogg,  director. 

The  action  broadening  the  work  of  the 
school  of  printing  has  already  been  as¬ 
sured  of  financial  support  by  New  York 
City  publishers,  it  was  reported.  Passage 
of  the  resolution  followed  the  address  by 
Victor  Ritter,  vice-president  of  the  New 
York  Staats-Ilerold,  who  visualized  a 
training  center  for  all  branches  of  news¬ 
paper  work.  The  foundation  of  a  school 
of  engraving  at  the  Empire  State  School 
is  already  under  way  and  has  the  backing 
of  a  group  of  New  York  City  citizens. 

Mr.  Ritter  emphasized  the  growing  de¬ 
mand  for  a  center  devoted  to  training  men 
for  newspaper  careers  in  the  mechanical, 
circulation,  advertising  and  business  man¬ 
agement  departments  as  well  as  the  news 
and  editorial  departments.  He  said  the 
schools  of  journalism  i)rovide  the  latter 
but  they  are  not  properly  understood  and 
that  there  should  be  training  in  the  funda¬ 
mentals  of  the  newspaper  profession  ex¬ 
clusive  of  the  news  and  editorial  ends 
which  the  schools  of  journalism  provide. 

.\t  the  Friday  evening  banquet  the 
speakers  were  J  ames  W.  Brown,  publisher 
of  the  Editor  &  Pt;m.isHER,  and  Edwin 
S.  Friendly,  business  manager  of  the  New 
York  Suit.  President  Frank  E.  Gannett 
presided. 

Mr.  Fr.endly’s  address  was  extensively 
reported  in  Editor  &  Publisher  last 
week. 

“Editorially  the  trend  in  newspaper 
making  is  decidedly  in  the  direction  of 
better  newspapers,”  Mr.  Brown  main¬ 
tained.  “A.  broader  view  prevails,  more 
care  is  exercised  in  the  selection  of  mate¬ 
rial  ;  there  is  more  tolerance  and  fairness, 
less  coloring  of  the  news,  more  courage 
in  the  editorial  page  and  much  greater 
world  service. 

Mr.  Brown  called  attention  to  the  pub¬ 
lication  the  previous  week  in  daily  papers 
throughout  the  land  of  the  full  text  of  the 
Locarno  treaties  before  their  submission 
to  the  parliaments  of  the  various  states. 
By  such  prompt  release  of  a  5,000-word 
dispatch  and  immediate  transmission  of 
it  over  a  3,000-mile  cable  circuit  without 
relay  and  at  small  cost  to  the  newspapers 
he  maintained  we  now  have  “open  cove¬ 
nants  openly  arrived  at." 

The  tendency  among  newspapers  edi¬ 
torially  is  toward  elimination  of  free  read¬ 
ers,  free  write  ups,  free  publicity,  more 
original  authoritative  articles,  and  fewer 
canned  statements,  Mr.  Brown  pointed 
out.  He  emphasized  the  tremendous 
growth  of  newspaper  advertising,  because 
of  its  flexibility  and  facility.  In  adminis¬ 
tration,  he  maintained  the  tendency  is 
toward  a  widening  gap  between  editorial 
and  advertising  departments. 

“The  need  of  the  hour  in  the  editorial 
rooms  is  for  more  adequate  compensa¬ 
tion,  and  more  adenuate  compensation  of 
personnel  would  effect  a  great  saving  in 
turnover,  which  our  surveys  have  shown 
to  be  more  than  .50  tier  cent  in  editorial 
departments  alone,”  Mr.  Brown  stated. 

“In  circulation  the  trend  is  undoubted¬ 
ly  to  independent  carrier  service  with 
privately  owned  motor  delivery,  few’cr 
schemes,  fewer  contests,  fewer  premiums, 
fewer  cut  rates  and  bargain  days  and 
more  straight  selling  on  the  merits  of  the 
paper  and  at  straight  rates. 

“In  advertising  the  tendency  is  to  a 
higher  rate  for  department  store  advertis¬ 
ing,  less  of  a  differential  as  between  the 
local  and  national  rate,  less  puffs  and 


free  write-ups,  less  expensive  merchan¬ 
dising  service,  more  linage  and  ever  more 
linage  in  every  issue,  always  an  increasing 
volume  of  business.  Indeed,  the  slogan 
seems  to  be  “The  sky  is  the  limit,”  take 
all  the  good  clean  honest  business  you  can 
get. 

“Newspaper  advertising  is  about  100 
per  cent  greater  in  volume  this  year  than 
it  was  in  1914,  when  statistics  were  first 
gathered. 

“The  pow'cr  of  newspaper  advertising 
to  serve  the  home  folks  was  powerfully 
demonstrated  in  Chicago  recently  when 
the  Fair,  big  department  store  now 
owned  by  S.  S.  Kresge,  put  on  its  50th 
Anniversary  Sale.  The  sale  was  adver¬ 
tised  in  the  Friday  and  Saturday  evening 
papers,  and  with  eight  pages  in  the  Sun¬ 
day  Chicago  Tribune  and  seven  pages  in 
the  Sunday  Herald-Examiner.  The  sales 
Monday  amounted  to  $480,000.  The  in¬ 
crease  in  sales  on  the  week  over  the  same 
period  the  previous  year  amounted  to  a 
million  dollars.  Newspaper  adverttslng 
was  the  backbone  of  the  sales  effort. 

“But  the  tendency  is  to  a  higher  rate 
for  the  big  store  and  the  encouragement 
of  the  smaller  specialty  house.  The 
Cleveland  Plain  Dealer  department  store 
business  is  now  reported  as  15  per  cent 
of  the  total  volume  carried  by  that  paper, 
whereas  some  years  ago  it  was  40  per 
cent. 

“In  the  old  days  most  newspaper  pro¬ 
motion  copy  in  the  columns  of  the  news¬ 
paper  dealt  with  the  exclusive  stories 
printed,  ‘beat’  this  and  ‘beat’  that.  Now 
such  copy  deals  mostly  with  linage  and 
circulation  gains.  I  am  inclined  to  think 
we  must  shortly  hark  back  to  the  old  days 
of  the  excellency  of  the  product,  of  its 
distinguishing  characteristics.” 

Mr.  Brown  paid  a  high  tribute  to  the 
,\udit  Bureau  of  Circulation.  From  a 
small  beginning  ten  years  ago,  he  said  it  is 
now  the  “yardstick  of  circulation,”  fur¬ 
nishing  advertisers  and  readers  with  an 
impartial  and  absolutely  accurate  account 
of  circulations. 

Mr.  Friendly  gave  suggestions  observed 
from  his  connection  with  the  business 
management  of  the  New  York  Sun.  In 
his  opinion  newspapers  do  not  devote 
enough  time  and  thought  to  their  own 
publicity.  He  told  of  the  care  which  Mr. 
Munsey  goes  over  the  advertising  which 
the  Sun  does. 

“There  is  no  more  important  thing  to 
a  newspaper  than  the  publisher’s  responsi¬ 
bility  to  his  readers ;  nothing  has  a  more 
direct  bearing  on  the  business  office  than 
the  publisher  who  is  honest,  sincere,  and 
straightforward,  and  whose  staff  follows 
his  ideals  in  making  his  newspaper.” 

The_  New  York  State  members  of  the 
Associated  Press  gathered  following  the 
banquet.  Expension  of  the  state  wire  ser- 


, morning  6 
Sundlay 
circulation 
west"  of 
St  Louis 
Los  Angeles 

EXAMINER 


vice  was  approved  and  it  was  voted  to 
open  an  office  in  Rochester.  A  similar 
office  was  opened  in  Syracuse  last  year 
in  response  to  the  demand  for  more  up¬ 
state  news. 

Fred  P.  Hall  of  Jamestown  was  elected 
to  represent  New  York  state,  outside  of 
New  York  City,  on  the  Eastern  division 
advisory  board. 

Eldward  McKernon,  superintendent  of 
the  Eastern  Division  of  the  A.  P.  ad¬ 
dressed  the  members. 

Gardner  Kline  of  Gloversville  was  re¬ 
elected  chairman  of  the  association;  Rus¬ 
sell  Hathaway  of  Albany  was  re-elected 
secretary. 

At  the  business  session  of  the  publishers 
group  Jerome  D.  Barnum  of  the  Syra- 
cu.ee  Post-Standard  gave  a  report  on  the 
postal  rates  and  matters  brought  up  at  the 
meeting  of  the  A.  B.  C.  convention  at 
Chicago.  He  advised  the.  publishers 
against  entangling  alliances  with  other  in¬ 
terests  on  the  postal  situation. 

L  B.  Palmer,  manager  of  the  American 
Newspaper  Publishers  Association,  spoke 
in  detail  of  the  meeting  of  the  association 
to  be  held  in  White  Sulphur  Springs,  Nov. 
10,  11,  12.  Twelve  members  reported  they 
intended  to  attend. 

Frank  E.  Gannett  reported  present  ten¬ 
dencies  in  the  news  print  market  easy  but 
that  the  situation  would  tighten  up  in  the 
next  year.  He  advised  economy  in  the 
use  of  the  news  print.  There  was  also  a 
discussion  of  improved  typography,  print¬ 
ing,  the  tabloid  newspaper,  and  labor 
problems. 

Fred  H.  Keefe  of  Newburgh  discussed 
the  legislative  program  for  the  year  and 
stated  that  each  member  would  receive 
an  outline  of  it  in  the  near  future. 


Compensation  for  Plane  Deaths  I 

It  required  but  a  few  moments  for  the  I 
Ohio  State  Industrial  Commission  to  pass  | 
on  the  applications  of  the  widows  of  * 
Maurice  C.  Hutton  and  Verne  F.  Tim¬ 
merman,  staff  representatives  of  the  Day. 
ton  (O.)  Journal,  for  awards  under  the  * 
workmen’s  compensation  law.  The  news¬ 
paper  men  were  killed  when  the  plane 
in  which  they  were  returning  to  Dayton 
from  the  Pulitzer  air  races  crashed  near 
New  Salem,  Pa.  Each  of  the  widows 
will  get  $6,500,  the  maximum  amount  al¬ 
lowed.  Hutton  was  aviation  editor  of 
the  Dayton  Journal  and  Timmerman  a 
photographer. 


For  The  Six  Months 
Ending  Sept.  30,  1925 

the  average  net  paid  daily  circu¬ 
lation  of  The  Baltimore  Sun 
(morning  and  evening  issues)  was 

239,198 

The  average  net  paid  per  Sunday 
circulation  of  THE  SUNDAY 
SUN  for  that  period  was  183,814 
— a  gain  of  1,783. 

Everything  in  Baltimore 
Revolves  Around 

THE  3UN 

Morning,  Evening,  Sunday 


MIAMI,  FLORIDA,  Publishers’ 
Government  Sworn  Statements 

(Average  Daila  Net  Paid) 

CIRCULATION 

For  Six  Months  Ending 
September  30th,  1925 

Reveals  the  Following  Facts: 

The  Miami  Herald . 32,941 

The  Second  Paper . 25,300 

The  Third  Pap  er  .  .  .  . 10,876 

The  Fourth  Paper .  9,395 


.30% 


Herald’s  Lead  Over  Second  Paper. 

7,641,  or  . . 

Herald’s  Lead  Over  Third  Paper) 

22,065,  or  . 202% 

Herald’s  Lead  Over  Fourth  Paper, 

23,546,  or . 250% 


H 

E 

R 

A 

L 

D 


Total  Daily 
Circulation  of 
Four  Miami 
Newspapers 

78,512 
41% 


3= 


R 


of  which  is 
carried  by 
The  Herald 


The  Miami  Herald 

"Florida's  Most  Important  Netvspaper" 

FRANK  B.  SHUTTS,  Publisher 

Greatest  Circulation  Week  Dayi  or  Sunday  in  lliami  and  Lower  Eait  Coast  Territory. 


Editor  &  Publisher  for  November  7,  192  5 


15 


New  York  World  Presses 

Hoe  Sextuples  and  Octuples  Must  Be 
Moved  Quickly  to  Make  Room 
for  More  of  the  New 

DUPLEX 

High  Speed  Super 
Units 


Two  Hoe  Octuples,  Four  Hoe 
Sextuples,  all  in  Good  Condi¬ 
tion — Now  Running  Regular 
Edition  of  New  York  World. 
May  Be  Inspected  at  Any  Time. 
Bargain  Price  to  Quick  Buyer. 


Duplex  Printing  Press  Company 

Battle  Creek,  Mich.  Eastern  office.  World  Bldg.,  N.  Y.  City 


Publisher  for  November  7,  19  2  5 


!■ 


RED  HAT  LURE  ENLISTS  18,000  BOYS  IN 
CAMPAIGN  AGAINST  FIRE 

Baltimore  Sun’s  Dramatization  of  Fire  Prevention  Week 
Becomes  a  Local  Institution — 4,000  Parade  to 
Music  of  3  Bands 


'T'HE  Baltimore  livening  Sun  recently 
completed  its  third  annual  Junior  Fire 
Department  celebration,  an  enterprise 
which  is  thought  to  be  unique. 

For  more  than  four  weeks  the  attention 
of  18,000  boys  was  centered  on  means  to 
eliminate  fire  hazards  in  their  homes  and 
in  their  neighborhoods. 

The  affair  ended  with  a  celebration  in 
the  forenoon  one  Saturday  with  4,000 
boys  taking  part  in  a  gathering  in  the 
Fifth  Regiment  Armory  and  then  march¬ 
ing  downtown  in  a  parade  with  700  real 
firemen  marching  with  them,  three  bands 
leading  sections  of  the  procession.  There 
was  an  entertainment  at  the  armory  the 
biggest  element  of  which  was  a  moving 
picture  of  the  Junior  Firemen  parad¬ 
ing  the  year  before.  Some  of  the  boys 
saw  themselves  in  the  picture. 

In  the  parade  the  chief  of  the  Junior 
Fire  Department,  rcxle  alone  in  the  red 
automobile  of  a  chief  of  the  department, 
with  a  chauffer  to  drive  him.  The  chief 
was  free  to  sound  the  real  chief’s  bell  any 
time  he  wanted.  And  he  made  it  work 
overtime.  He  was  picked  by  August  Em- 
rich,  the  real  chief  of  the  Baltimore  de¬ 
partment,  from  the  following  body  of 
boys  who  had  qualified  themselves  for 
their  special  positions  by  writing  the  best 
suggestions  on  how  to  prevent  fire:  12 
battalion  chiefs,  2(X)  captains,  200  lieuten¬ 
ants.  Each  of  the  18, 0(H)  boys  who  par¬ 
ticipated  in  the  Junior  Fire  Department 
activities  made  ten  suggestions.  They 
wrote  their  suggestions  and  sent  them  to 
the  office  of  the  Evening  Sun.  They 
were  judged  for  effectiveness  of  the  sug¬ 
gestions  by  members  of  the  staff  and  the 
Board  of  Fire  Commissioners  of  Balti¬ 
more, 

The  parade  ended  with  a  demonstra¬ 
tion  of  the  Baltimore  fire-fighting  ap¬ 
paratus  in  the  City  Hall  Plaza,  the  boy 
chief,  battalion  chiefs,  captains  and  lieu¬ 
tenants  being  allowed  to  manipulate  some 
of  the  apparatus. 

.\  concert  was  given  by  a  band  made 
up  of  a  consolidation  of  three  organiza¬ 
tions.  John  Philip  Sousa  came  to  Balti¬ 
more  especially  to  lead  this  consolidated 
band. 

The  whole  affair  resulted  from  a  sug¬ 
gestion  received  by  J.  Edwin  Murphy, 
managing  editor  of  the  Evening  Sun, 
and  Edwin  A.  Fitzpatrick.  Jr.,  assistant 
managing  editor,  from  the  Board  of  Fire 
Commissioners  three  years  ago.  The 
Board  went  to  those  executives  with  a 
request  that  special  publicity  be  given  in 
“fire  prevention  week.”  Neither  Mr. 
Murphy  nor  Mr.  Fitzpatrick  believes 
much  in  preaching.  The  suggestion  that 
they  print  stories  and  editorials  on  how 
to  avoid  fire  during  the  designated  week 
did  not  appeal  to  them.  The  Commis¬ 
sioners  were  anxious  to  arouse  the  adults. 


Messrs.  Murphy  and  F'itzpatrick  told  them  j 
that  the  best  way  to  arouse  the  adults  . 
was  to  get  the  children  interested.  They 
dramatized  the  movement  by  planning  the  ( 
Junior  Fire  Department.  j 

This  year  firemen’s  hats  were  distributed  ( 
to  a  limited  number  of  boys  who  dis¬ 
tinguished  themselves.  Handsome  badges  i 
were  also  supplied  to  the  chief  and  the  * 
battalion  chiefs  of  the  junior  fire  depart¬ 
ment.  Every  boy  in  Baltimore  wanted 
one  of  those  hats.  They  are  still  trying 
to  get  them.  ‘ 

The  boys  got  into  the  contest  and  the 
Junior  Fire  Department  by  getting  their 
parents  to  sign  blanks  agreeing  that  they 
might  join.  These  blanks  were  distribu¬ 
ted  at  the  office  of  the  Evening  Sun,  at 
fire  headquarters  and  at  the  fire  engine 
houses  throughout  the  city.  * 

Parents  who  appeared  at  the  office  ask-  j 
ing  for  hats  for  their  sons  or  for  appli-  ! 
cation  blanks  proved  the  correctness  of  ! 
the  judgment  of  Messrs.  Murphy  and 
F'itzpatrick  by  saying  that  their  sons  had 
been  unable  to  talk  about  anything  but  the  ‘ 
Junior  Fire  Department  from  the  date  the  j 
announcement  was  made  in  the  paper. 

That  it  was  effective  in  directing  the  , 
attention  of  people  to  simple  measures  they 
could  take  to  avoid  fires  is  beyond  ques-  ] 
tion.  The  boys  who  joined  pledged  , 
themselves  to  clean  yards,  cellars  and  gar-  , 
rets  of  causes  of  fire  such  as  paper  and  . 
boxes,  and  were  reminded  of  the  dangers 
attending  the  use  of  the  electric  iron,  the 
use  of  gasoline  and  other  inflammable  ma¬ 
terials.  They  were  asked  if  they  knew 
how  to  turn  in  a  fire  alarm. 

Six  thousand  boys  joined  the  depart¬ 
ment  in  the  first  year.  This  third  year 
18,000  joined. 

RADIO  CONFERENCE  NOV.  9 

Editors  and  Representatives  of  Industry 
to  Meet  in  Washington 

Radio  editors  of  many  of  the  leading 
newspapers  and  magazines  of  the  United 
States  have  signified  their  intention  of 
participating  in  the  Fourth  National  Radio 
Conference  called  by  Secretary  of  Com¬ 
merce  Herbert  Hoover. 

The  conference  will  open  on  Monday, 
Nov.  9,  at  10  a.  m.  in  the  auditorium 
of  the  United  States  Chamber  of  Com¬ 
merce  Building. 

The  three  previous  conferences  solved 
many  of  the  problems  which  embarrassed 
radio  communication,  and  contributed 
greatly  to  its  rapid  progress.  Secretary 
Hoover  pointed  out.  New  questions  now 
require  consideration. 

The  conference  is  galled  for  general  dis¬ 
cussion  and  considet^pn  of  matters  af¬ 
fecting  radio  commdftlcation  in  the  United 


States  from  the  viewpoint  of  the  public 
interest.  . 

The  conference  will  include  representa¬ 
tives  of  all  radio  activities. 

While  consideration  will  be  given  to 
radio  activities  generally,  the  principal 
problems  will  be  those  affecting  broad¬ 
casting.  The  subjects,  so  far  as  they 
can  be  outlined  at  present,  will  be: 

(1)  Recognition  of  the  principle  that 
service  to  the  listening  public  must  be 
the  basis  for  every  broadcasting  privilege 
and  for  all  radio  regulations. 

(2)  The  present  saturation  in  broad¬ 
casting  due  to  the  exhaustion  of  channels, 
and  the  necessity  for  limiting  the  number 
of  stations  on  the  basis  of  public  service. 

FREIGHT  EMBARGO  HITS 
FLORIDA  NEWSPRINT 

President  Johnson,  S.  N.  P.  A.,  Asks 
Railroads  to  Expedite  Shipments 
to  Prevent  Famine — 

Presses  Held  Up 

As  a  result  of  requests  from  Florida 
newspaper  publishers  the  Southern  News¬ 
paper  Publishers’  Association  during  the 
past  week  appealed  by  telegraph  through 
its  president  Walter  C.  Johnson,  to  freight 
traffic  managers  of  Florida  railroads  for 
the  issuance  of  sufficient  permits  to  insure 
an  ample  supply  of  Florida  daily  news¬ 
papers.  This  action  was  brought  about 
by  a  shortage  in  Florida  of  newsprint 
paper  as  a  result  of  the  freight  embargo 
now  in  effect  in  that  state. 

Publishers  have  advised  S.  N.  P.  A. 
headquarters  that  they  have  been  experi¬ 
encing  some  difficulty  in  Florida  in  ob¬ 
taining  freight  permits  since  the  embargo 
was  placed  in  effect. 

Mr.  Johnson  explained  it  is  first  neces¬ 
sary  for  the  permit  to  go  to  the  manu¬ 
facturer  before  a  shipment  of  paper  will 
be  made.  He  said  he  had  been  advised 
there  was  at  one  time  7,000  freight  cars 
held  up  in  the  Jacksonville,  Fla.,  yards. 


Included  in  this  number  were  some  cars  E 
of  newsprint  paper.  t 

Another  report  has  reached  the  S.  N. 

P.  A.  that  one  Florida  newspaper  hai  k 
47  carloads  of  paper  at  an  eastern  pon  K 
which  could  not  be  moved  on  account  of  i 
congestion  and  uncertainty  of  unloading ' 
and  that  several  Florida  newspapers  wert  1 
facing  reductions  in  the  size  of  their  pa-  fJ 
pers  if  a  sufficient  supply  was  not  made  J 
available  immediately.  i 

The  president  has  been  advised  that  the  " 
shortage  of  labor  has  made  docking  fa¬ 
cilities  uncertain  and  unsatisfactory. 

.Another  Florida  publisher,  according  to 
Mr.  Johnson,  reported  that  a  new  press 
was  held  up  in  New  York  because  of  the 
congestion. 

Mr.  Johnson  states  this  is  the  first  time 
since  the  World  war,  and  immcdiaiely 
thereafter  that  the  S.  N.  P.  A.  has  been 
called  in  to  handle  the  freight  traffic 
situation  for  any  group  of  publishers. 

F'ollowing  is  a  copy  of  telegram  sent 
to  traffic  managers  of  three  railroads  by  t 
Mr.  Johnson: 

“.\m  informed  that  many  Florida  daily 
newspapers  are  facing  critical  situation 
because  of  shortage  of  newsprint  paper 
due  to  congestion  and  limited  tonnage 
permitted  to  move.  During  the  war 
newsprint  was  given  preferential  treat-  I 
ment  as  necessity  and  I  appeal  to  you  for  r 
issuance  of  sufficient  permits  to  meet  all  : 
needs  of  Florida  newspapers.  Please  * 
wire  fully  how  you  find  situation  on  your 
line  and  what  steps  can  be  taken  to  insure 
ample  supply  of  newsprint. 

Southern  Newspaper  Publishers  Associa¬ 
tion,  \ 

W.  C.  Johnson,  President.” 

The  traffic  manager  of  Seaboard  Air¬ 
line  in  response  to  the  request  wired 
S.  N.  P.  A.  headquarters  his  road  stands 
ready  to  give  special  consideration  to 
shipment  of  newsprint  paper  in  carload 
lots  to  relieve  the  Florida  shortage.  The 
traffic  manager  of  the  Atlantic  Coast  Line 
asked  S.  N.  P.  A.  headquarters  to  furnish 
him  with  a  report  of  newspapers  on  his 
line  in  Florida  using  newsprint  paper  in 
carload  lots. 


“THE  BOY  FRIEND”  tttot 


A  Daily  One  Column  Comic 

“We  regard  ‘THE  BOY  FRIEND’ 
as  peculiarly  representative  of  the 
innocent,  pleasant,  frivolous  as¬ 
pects  of  youthful  life  in  our  pres¬ 
ent  age  and  as  a  relief  from  the 
coarser  tendencies  of  so  much 
flapper  humor.” — C  H  1  C  A  G  O 
DAILY  NEW  S. 


EDGER  SYNDICATE 


p/^vU\, 

INDlANAPOns 

■1  UNNING  against  a  national  adver-  |  ■ 

■  1  X\  tising  record  established  in  1924,  a  11 

■  I  local  display  record  in  1920,  and  classified  j  I 

■  1  and  total  linage  records  in  1923,  The  1 1 

■  I  Indianapolis  News  has  just  completed  the  (I 

■  1  largest  October  in  its  history.  Linage  (I 

m\  records  are  written  in  results  for  Im 
1 1  advertisers.  IM 

Kl  Uy  iiivitntion.  oxelusive  Indiana  representHtive.  The  |B 
II  1O0.04K1  Group  of  American  Citiea.  j  ■ 

2<fJEWS 


New  York  Office 
Dan  A.  Carroll 
no  E.  42nd  St. 


T  Carrocll  / 
\^dvettisin^Mans^sr/J 


Chicago  Office 
J.  E.  Lutz 
The  Tower  Bldg. 


INDEPENDENCE  SQUARE 


PHILADELPHIA,  PA. 


daily 
Jation 
paper 
nnagt 
war 
treat- 
•u  for 
et  all 
Mease 
your 
nsure 


;ocia- 


You  can’t  beat  life,  no  matter  how  hard  you  try! 

'that’s  the  \eynote  of 


Virginia 


(Copyright,  1925,  XEA  Service,  Inc.  All  Rights  Reserved.) 


The  new,  great  newspaper  serial  to  be 
Released  November  23  by 
NEA  Service,  Inc» 


Love  and  pain  and 
ambition!  Glory 
and  heartache! 


Close  to  the  life  of 
every  woman,  and 


every  woman  who 


sees  the  opening 
chapter  will  read  it 
to  the  end! 


This  girl  cliose  Ambition 


A  sure  fire  circulation  maker,  written 
directly  for  the  newspaper  public'-and 
directed  by  the  only  staff  in  America 
that  KNOWS  HOW  to  construct  successful  newspaper  serials’. 


NEA  SERVICE,  Inc^, 

)0  West  Third  Street  Cleveland,  Ohio 

^he  ‘IcJorld^s  Qreatest  U^li'spaper  feature 


18 


Editor  &  Publisher  for  November  7,  1925 


ZELLERBACH  SUSTAINED  BY  U.  S.  JUDGE 
IN  INCOME  TAX  CASE 

Methods  Devised  by  Paper  Company  to  Declare  a  Non-Taxable 
Dividend  Revealed  in  Decision  of  Board  of  Tax 
Appeals — History  of  Case  Told 

By  LEO  A.  McCLATCHY 

TY/'ASHINGTON,  Nov.  S. — Methods  held  by  "outsiders”  to  whom  the  plan 
^  devised  by  the  Zellerbach  Paper  was  not  divulged,  the  reason  being  to 
Company  of  San  Francico,  to  declare  a  avoid  publicity, 


of  stock  were  issued  to  each  member  of 
the  group,  including  other  members  of 
the  Zellerbach  family,  who  owned  ap¬ 
proximately  92  per  cent  of  the  capital 
stock  “without  regard  to  the  fact  that 
no  subscription  had  been  received  from 
any  such  member.” 

The  8  per  cent  minority  actually  paid 
for  their  subscription,  and  this  was  re¬ 
turned  to  them  in  two  installments,  one 
in  June  1917  and  the  other  in  June  1918. 


TRANS-ATLANTIC  TEST 
OF  “RADIOSCOPE” 


Telefunken  Company,  Berlin,  Annougi 
New  Invention  for  Sending 
Script,  Photographs  and 
Movies  by  Wireless 


1 


dividend  in  1917  that  would  not  be  tax 
able  by  the  federal  government  as  in¬ 
come,  and  would,  at  the  same  time,  not 
appear  to  the  public  as  constituting  a  div¬ 
idend  at  all,  are  revealed  in  the  decision 


On  April  2,  1917,  the  commissioner  of 
corporations  of  California  authorized  the 
Zellerbach  Company  to  sell  7,500  shares 
of  its  capital  stock  at  $100  per  share. 
The  company  then  notified  the  stock- 


of  Judge  Adolphus  E.  Graupner  of  the  holders  that  the  permit  had  been  issued. 
United  States  Board  of  Tax  Appeals.  As  explained  in  the  “findings  of  fact" 
The  decision  sustains  the  appeal  filed  by  the  Tax  Board: 
by  Isadore  Zellerbach,  president  of  the  “This  notice  announced  that  all  of  the 
company,  against  a  deficiency  of  $25,159.16  stockholders  had_  subscribed  for  their  pro 
which  the  treasury  assessed  against  him,  rata ;  that  the  issue^  would  be  confined 
and  the  appeal  he  filed  as  executor  of  the  to  one-third  of  their  present  holdings, 
estate  of  his  mother,  Mrs.  Theresa  Zeller-  eliminating  fractions,  and  that  a  certi 


bach,  on  which  an  assessment  of  $85,882.05 
had  been  levied. 


ficate  for  their  pro  rata  of  shares  was 
ready  for  delivery.  On  March  15  there 


In  both  cases,  the  issue  involved  was  were  51  .stockholders  who  held  an  aggre- 
a  dividend  declared  by  the  Zellerbach  gate  of  22,500  shares  in  the  company  ana 
Company  in  1917.  The  treasury  declared  of  these,  the  holders  of  only  approxi¬ 
mately  eight  per  cent  of  the  outstanding 
stock  paid  in  $65,500  for  their  pro  rata 
it  was  a  stock  dividend,  and  as  such,  of  the  shares.  None  of  the  stockholders 
exempt  from  tax.  This  latter  view  was  paid  in  any  money  and  it  was  definitely 


this  was  a  cash  dividend,  and  hence  was 
subject  to  tax.  The  appellants  maintained 


upheld  by  Graupner. 

In  the  “findings  of  fact”  accompanying 
the  decision,  it  is  brought  out  that  the 
company,  in  1916,  issued  a  stock  dividend 
of  $750,000,  concerning  which,  it  is  said 


understood  by  the  holders  of  approxi 
mately  92  per  cent  of  the  stock  that  they 
would  not  be  called  upon  for  a  stock 
subscription  and  that  no  money  was  to 
be  paid  by  them.  This  understanding  or 


“This  stock  dividend  aroused  consider-  agreement  was  never  changed  or  modi- 
able  discussion  among  customers  of  the  ficd. 

company  and  in  financial  circles,  and  “Neither  Theresa  Zellerbach,  who  was 
newspaper  articles  commented  on  the  largest  stockholder,  owning  7504 
‘cutting  of  a  melon’  by  the  company,  sharp,  nor  Isadore  Zellerbach,  who  was 
The  gist  of  such  discussion  and  com-  president  and  the  next  largest  stock- 
ment  was  that  the  company  was  making  holder,  owning  5475  shares,  these  joint 
very  large  profits  and  taking  advantage  holdings  being  more  than  57  per  cent  of 
of  its  important  position  in  the  manu-  the  stock,  made  any  subscription  for  the 
facture  and  sale  of  paper  to  charge  ex-  stock.  Neither  of  them  paid  any  money 
tremely  high  prices.”  tor  the  pro  rata  of  stock  to  which  they 

In  1917  the  question  arose  of  declaring  were  entitled,  but  on  April  7  certificates 
another  $750,000  stock  dividend,  but,  it  tor  2501  and  1825  shares  were  issued 
is  related  in  the  “finding  of  facts”  that:  respectively  to  Theresa  and  Isadore 
“Because  the  stock  dividend  of  1916  Zellerbach.  Neither  of  them  was  charged 
had  resulted  in  much  adverse  criticism  on  their  personal  accounts  on  the  books 
among  those  engaged  in  the  paper  trade  of  the  company  with  the  amounts  which 
and  in  financial  circles,  the  officers  and  they  should  have  paid  had  they  been  bona 
directors  were  reluctant  to  openly  declare  tide  subscribers.” 

a  stock  dividend  in  the  amount  of  O"  April  7,  1917,  certificates  for  shares 
$750,000  within  twelve  months  there¬ 
after.  The  large  stockholders,  including 
the  taxpayers,  also  objected  to  such  a 
procedure  as  they  believed  it  would  sub- 
jpt  them  to  heavy  income  taxes,  stock 
dividends  being  regarded  as  income  at 
that  time.  However,  they  were  willing 
to  convert  surplus  into  capital  as  sug¬ 
gested  if  these  objections  could  be  over¬ 
come.  The  result  of  conferences  among 
the  officers,  directors,  and  leading  stock¬ 
holders  of  the  company,  who  held  a 
total  of  20,104  shares  of  the  outstanding 
22,500  shares,  was  the  adoption  of  a 
plan  whereby  the  capitalization  of 
$750,000  of  surplus  would  be  accom¬ 
plished  by  calling  for  subscriptions  for 
the  7,500  shares  of  stock  remaining  in 
the  treasury  of  the  company  on  the  basis 
of  one  share  for  each  three  shares  held 
by  the  stockholders,  and  the  offsetting  of 
the  same  by  declaring  a  cash  dividend  in 
the  total  of  $25  per  share  on  the  total 
30,000  shares  of  the  company  payable 
in  two  installments,  one  in  1917  and  one 
in  1918.  This  plan  was  evolved  to  avoid 
the  appearance  of  a  stock  dividend  and 
at  the  same  time  distribute  the  income 
tax  to  the  stockholders  over  a  two-year 
period." 

This  scheme  was  adopted  prior  to  the 
decision  of  the  United  States  Supreme 
Court  when  it  was  beliet^  that  stock 
dividends  were  subject  to  income  tax  the 
same  as  cash  dividends.  The  supreme 
court  later  ruled  stock  dividends  were 
hot  subject  to  income  tax. 

At  the  time  this  plan  was  evolved, 
approximately  92  per  cent  of  the  stock 
of  the  company  was  held  by  members 
of  the  Zellerbach  family,  “or  by  officers, 
directors  or  employes  of  the  company  who 
were  in  accord  with  the  plan.”  The  re¬ 
maining  eight  per  cent  of  the  stock  was 


,  , .  .  .  T  j  .  j  The  Telefunken  Company  of  Berlin  Vn; 

In  his  opinion.  Judge  Graupner  pointed  announced  trans- Atlantic  tests  will  be  cc: 

ducted  shortly  of  the  Radioscope,  a  nei 
machine  for  the  almost  instantanfCj 
transmission  of  script,  photographs,  c- 
motion  pictures  by  wireless,  the  invc; 
tion  of  Dr.  Carolus  of  the  University  ci 
Leipsic. 

The  announcement  made  in  Berlin  wa: 
to  the  effect  that  the  tests  would  be  hr'i 
with  the  co-operation  of  the  Radio  Cori 
poration  of  America. 

In  New  York  officials  of  the  Radio) 
Corporation  denied  knowledge  of  thti 
invention  and  the  promise  of  co-operation 
It  was  admitted  the  Berlin  Company  xzj 
an  associate  concern. 

A  paper  surface  ten  centimeters  square | 
bearing  either  writing  or  a  photograph,] 
can  be  transmitted  by  wireless  or  wire] 
by  the  Carolus  instrument  in  a  few  sec-i 
onds,  it  is  said,  and  ultimately  transmivi 
sion  will  become  instantaneous.  Td^ 
grams,  it  is  argued,  will  become  mud! 
cheaper,  since  instead  of  a  message  being  i 
sent  word  by  word  in  the  Morse  alphabai 
it  will  be  dispatched  all  at  once — and  bt  | 
received  in  the  sender’s  own  handwriting,! 

A  whole  newspaper  page  can  thus  bt 
transmitted  by  wireless  in  facsimile.  Tbt 
importance  of  this  development  in  the 
long-distance  transmission  of  important 
documents,  signatures  for  business  pur¬ 
poses  and  police  data,  photographic  and 
otherwise,  can  scarcely  be  overestimated. 

The  inherent  difference  between  the 
German  radioscope  and  previous  instru¬ 
ments  of  a  similar  type  is  that  it  func¬ 
tions  far  more  readily,  according  to  the 
promoters,  and  thus  overcomes  the  pro¬ 
hibitive  cost  of  earlier  devices. 

The  Radio  Corporation  of  America 
has  conducted  several  successful  tests  of 
wireless  picture  transmission. 


out  that  it  had  been  necessary  for  him 
to  wade  through  a  “maze  of  inconsisten¬ 
cies  existing  between  the  minutes,  the 
books  of  account  and  the  actions  of  the 
officers  and  directors  of  the  company," 
but  he  added  that  these  actions  were  at 
least  “consistent  with  the  plan  to  give 
the  stock  dividend  the  appearance  of  be¬ 
ing  something  else.” 

“Approximately  eight  per  cent  of  the 
stockholders”  (those  not  within  the  con¬ 
trolling  force  of  corporation)  the  opinion 
added,  “paid  in  cash  for  their  pro  rata 
of  the  7500  shares.  They  were  nominally 
paid  two  dividends  of  $12.50  each  on  all 
of  the  stock  owned  by  them,  but  as  a 
matter  of  fact,  they  were  repaid  the 
money  which  they  had  paid  in  and  thus 
had  their  stock  for  nothing.  The  holders 
of  approximately  92  per  cent  of  the  shares 
(the  operating  majority)  paid  nothing 
and  received  nothing  but  their  pro  rata 
of  the  7500  shares  of  stock.  The  sum  of 
$750,000  was  transferred  from  a  surplus 
to  capital  stock  with  a  corresponding  issue 
of  stock  certificates  and  the  plan  of  the 
controlling  factors  of  the  company  was 
accomplished.  The  fact  that  the  officers 
of  the  company  sought  to  delude  the  pub¬ 
lic  or  to  distribute  over  two  taxable 
years  what  they  feared  would  be  taxed 
in  one  year  cannot  influence  us  in  decid¬ 
ing  these  appeals  upon  their  merits.” 

Radio  Show  a  Succei* 

Buffalo’s  Second  Annual  Radio  Ex¬ 
position,  promoted  by  the  Radio  Trades 
.Association  and  the  Buffalo  Courier  and 
Daily  Star,  was  a  success  in  point  of  at¬ 
tendance  and  exhibits.  More  than  55,000 
people  visited  the  auditorium  to  inspect 
140  display  booths. 

New  Oklahoma  Daily 

Cecil  Colbert,  editor  of  the  Fort  Cobb 
(Okla.)  Express,  weekly,  has  started 
publication  of  a  daily,  the  Fort  Cobb  Din¬ 
ner  Horn. 


Kimhall-Mogenten't  New  Office 

On  Nov.  1,  the  New  York  offices  of 
the  Kimball-Mogensen  Comgiany,  news¬ 
paper  advertising  representatives,  was 
moved  to  270  Madison  avenue. 


DOUBLE-SEXTUPLE  COMBINATION  TRIPLE  QUADRUPLE  **Multi-Unie’  PRESS 

— with  four  folders  and  triple  drive.  This  ment  in  equipment.  It  economizes  floor 
machine  gpves  the  publisher  maximum  capacity  space,  eliminates  idle  press-sections  and 
on  all  sizes  of  papers  for  the  least  invest-*  offers  all  other  advantages  that  characterize— 


COtt 

**Multi-UniP*  and  **Straight-UniP*  Presses 

WALTER  SCOTT  &  COMPANY 

Main  Office  &  Factory  Plainfield,  New  Jertey*  U.  S,  A« 

New  York  Office . . . 1457  Broadway 

Chicago  Office . 1441  Monadnock  Block 

Cable  Addreta:  WALTSCOTT  NEW  YORK 


A  RECORD-BREAKING 

OCTOBER 

During  the  Month  of  October,  1925,  the 
New  York  Evening  Journal  printed 

568OV2  Columns 

OF  PAID  DISPLAY  ADVERTISING 

This  is  the  largest  volume  ever  printed  by  the  Evening 
Journal  in  October,  exceeding  last  year’s  record  by  a 

Gain  of  338  Columns 

During  October  the  Evening  Journal  exceeded 
the  next  nearest  New  York  evening  paper  by  over 

169  Columns 

For  eleven  consecutive  years  the  Evening  Journal  has 
printed  more  advertising  than  any  other  New  York  eve¬ 
ning  paper.  For  the  first  ten  months  of  1925  it  leads  the 
next  nearest  evening  paper  by  over  half  a  million  lines. 


NE 


i\L 


Largest  Evening  Circulation  in  America — and  at  Jc  a  Copy. 


MORE  THAN  DOUBLE  THE  CIRCULATION  OF  ANY  NEW  YORK  EVENING  PAPER 


Editor  &  Publisher  for  November  7 ,  1925 


'UR  OVN  VORLD 

"or  Letters 


would  have  been  interesting  had  Mr. 
l^wson  adopted  some  similar  plan  for 
assuring  the  future  of  the  Chicago  Daily 
Xctjos. 


"  I  T  ITEKARY  editors  who  have  not  re- 

[ff  I  ^^1  I  .  I  I  I  ^  ceived  a  copy  of  the  booklet  “O. 

im  — n  '  *  Henry”  by  Arthur  Bartlett  Maurice  who 

■  used  to  be  literary  editor  of  the  A’cte 

By  JAMES  MELVIN  1-F-F-  York  Sun  should  send  a  retjuest  to  O. 

.-nir  r  r»-  r r- . . ^  ^  ■  Heiiry  Mcmorial  Association,  18-20  Mar- 

USErH  BLCKLIN  BISHOP  is  an  of  htimLuKS  they  arc.”  Itut  he  would  de:.troy  o  ,  ctreet  Asheville  V  C  Mr  Maiirire 

old  newsnaner  man  After  heintr  his  “ccpy’’  nevertheless.  Never  «as  his  enjoy-  ht-t  Street,  Asnevilie,  A .  A..  Air.  Aiaurice 

oia  newspaper  man.  Alter  being  n^^nt  of  a  “row”  keener  than  when  he  himself  has  boiled  down  his  copy  and  yet  pro- 

graduated  from  Brow'n  University  in  was  the  object  of  attack,  as  was  verv  often  the  duced  something  that  gives  the  reader  a 

1870  he  joined  the  famous  old  staff  of  the  ^se.  He  would  read  all  the  hard  things  said  fajriy  comprehensive  sketch  of  the  life 
A'cat  York  TrUmne—^  staff  that  con-  of.  h'm  in  one  pa, ter  after  another,  fairly  shaking 


1870  he  joined  the  famous  old  staff  of  the 
Xcw  York  Tribune — a  staff  that  con- 
-sisted  of  such  men  as  Whitelaw  Reid, 


f’.iui  lit  v/iic  aiici  aiitJiUCiy  tAiiij  suaivtu^  «  1 1 

with  pleasure,  and  then  say:  “What  a  delijjhtful 
lot  they  are.  We  must  stir  them  up  again.” 


fairly  comprehensive  sketch  of  the  life 


John  Hay,  Bayard  Taylor,  George  Ril>-  If  the  able  editors  who  thought  they  were  mak- 
jpv  lohn  H  if;  IlDsc^rd  oto  ‘"8  him  miserable  with  their  “scathing”  attacks 

ley,  jonn  K.  liassara,  etc.  ui>on  him  as  “l.arry”  (iodkin  could  have  seen 

It  IS  not  surprising,  therefore,  that  Air.  h-.m  under  these  con<litions,  they  would  have 
Bishop  in  his  “Notes  and  Anecdotes  of  l>een  greatly  astonished. 


tne  awe  editors  who  thought  they  were  mak-  TJOWARl)  WHITE  in  77i.>  Dliin 
g  him  miserable  with  their  “scathing”  attacks  ^  ^ 

x>n  him  as  “l-arry”  (iodkin  could  have  seen  ACWSpQpcr  for  October — a  COpV 

m  under  these  c(>n<litions,  they  would  have  which  has  just  reached  niy  desk — tells 
■en  great  y  astonis  ed.  about  the  newspapers  of  England  as  seen 

The  man  who  receives  the  most  at-  through  .American  eyes.  In  discussing 
:ntion  in  the  volume  is  Theodore  British  newspapers  he  comments  about 


Many  A  ears  (C  harles  Scribner  s  Sons)  receives  the  most  at-  through  .American  eyes.  In  discussing 

devotes  considerable  space  to  incidents  tention  in  the  volume  is  Thei^ore  British  newspapers  he  comments  about 
an^dotes  of  his  newspajier  career.  Roosevelt.  Other  prominent  personages  their  strange  ideas  of  what  is  news 
Some  of  the  material  in  this  volume  has 


FORESH.4DOWED  EVENTS 

Nov.  9 — Fourth  National  Radio 
Conference,  Washington,  D.  C. 
Nov.  12-14 — .'American  Newspaper 
Publishers  .\ssn.,  first  annual  fall 
meeting.  White  Sulphur  Springs, 
W.  Va. 

Nov.  16-18 — .Association  of  National 
Advertisers,  annual  convention 
Washington,  D.  C. 

Nov.  17-18 — Sixth  District,  A.A.C. 

W.,  annual  convention,  Chicago. 
Nov.  19-20 — Tenth  District,  A..A.(i. 
W.,  annual  convention,  Fort 
Worth,  Tex. 

Nov.  22-24 — Seventh  District,  .A.  A. 
C.W.,  annual  convention,  Okla¬ 
homa  City. 


^ome  oi  me  maicriai  in  mis  volume  nas  promine  u  personages  meir  sirangc  laeas  oi  wnai  is  news,  he  mirrors  the  times.  Punch  is  the  most  faith- 

.  ome  OI  me  material  in  mis  volume  nas  portrayed  in  detail  and  with  so  describes  the  peculanties  of  editors,  and  ful  historian  of  modes  and  manners,  and  modes 

previously  appears  in  magazine  torm  niuch  wit  and  fun  that  the  reader  is  chats  about  the  advertising  columns.  and  manners  are  by  far  the  best  histop  :  other 

and  was  ment.one^in  this  department  at  ^ound  to  know  them  better  because  of  At  one  time  Mr.  White  was  on  the  CmorlT 

the  time  of  its  publication.  The  volume,  bishop’s  book.  So  good  are  these  staff  of  the  Cohimlnis  Dispatch — a  paper  than  laughter,  and  get  it  in  a  way  not  conveyed 

however,  contains  much  new  material,  e^-  every  newspaper  man  who  reads  the  that  received  a  good  wTite-up  in  this  issue  through  anv  other  medium;  thejr  get  it.  so  to 

pecially  about  such  newspa^  men  as  ^  his  because  of  the  fact  that  it  has  recently  wou1?'Lol ‘w’hat^fhcy^'a^  do^^ 

Horace  Greeley,  Edwin  U  Godkm,  John  ..e-sonal  librarv.  moved  into  its  new  home  on  the  East  Ji*’"  “w 


bound  to  know  them  better  because  of 


-At  one  time  Mr.  White  was  on  the 


orace  Vireciey^  nawin  ^Kin  jonn  personal  library. 

Hay,  Isaac  H.  Bromley,  William  Winter,  «  *  * 

James  Gordon  Bennett,  Noah  Brooks.  rpHQSR  wIk)  have  anything  to  do  with 
t  hark-s  A.  Dana,  and  William  Cullen  1  section  of  the  advertis- 

’  ing  department  will  find  several  laughs 


moved  into  its  new  home  on  the  Fast 
Side  of  Capitol  Square. 


l.imdoii.  what  tb^  are  eating  and  drinking  and 
saying  and  wearing,  read  Punch. 


Ilidion'^ckvotes  t'w'Tchantt.Ts'^*to^\T(t^*c^^  in  the  article  “Pathos  and  Humor  Mix  at  ous  discussion  on  “Humor  and  Comic  such  journals  the  humorist  often  finds  his 
<  rSv  an?  his  Trih^^^^^^^^  tribune  Want  Ad  Counter"  which  Betty  Journals.”  With  rare  skill  Mr.  Masson  ';rst  market  but  he  soon  breaks  away  to 

.  .u:  _i: _ 'c  . .  Sander  contributes  to  The  Trih  for  Oc-  nicks  out  and  enlarges  unon  the  nivotal  1‘Ufl  greater  freedom  m  the  newspapers 


♦  *  ♦  Mr.  Masson  is  rather  positive  in  his  be 

'TO  The  Yale  Review  for  October  I't-f  that  comic  weeklies  are  not  much 
Thomas  L.  Masson  contributes  a  seri-  more  than  good  incubators  of  talent.  In 


Isfiylit,  l)Ut,  lt>w  as  it  was,  to  the  minds  of  the 
r»*pf»rters  it  was  the  most  formidable  of  barriers. 


tober.  The  Trih,  as  I  have  mentioned  a 


so  far  as  station  data  are  concerned. 


lind  greater  freedom  m  the  newspapers 
and  special  stories  in  the  popular  maga 


r,  Md.-r  <-Mtrh  thk  oriin,tw,f  of  the  .■nir  ini  e  ^aud^r  Contributes  to  I  he  Inb  for  Uc-  picks  out  and  enlarges  upon  the  pivotal  *‘ud  greater  freedom  m  the  newspapers 
to  Greelev’s  sanctum'  '  tober.  The  Trih,  as  I  have  mentioned  a  point  around  which  the  comic  journal  not  ‘"uid  special  stories  in  the  popular  maga 

^  ■  number  of  times,  is  the  house  organ  for  only  in  America  but  also  in  other  coun-  zincs.  One  is  surprised  to  find  in  the  ar 

I  111  e  liioiial  room  fronted  on  I'riiititig  lleuse  those  who  work  Oil  the  Chicago  Tribune,  tries  revolves.  For  example,  the  pivotal  tide  no  mention  of  such  comic  journals 

OH'nu"' \\  ^alf-plrtUicT  of*^I^^^  gk!?s^‘The  The  Tribune  by  the  way  has  just  issued  point  of  La  Vie  Parisienne— the  repre-  as  Vanity  Fair.  Punchinello,  Tomahawk, 

I.'iticr  very  dirty  and  never  washed,  separated  a  supplement  to  its  radio  book  and  has  sentative  French  comic  jornal — is  “woman  etc.  Mr.  Masson  does  mention  the  pres- 

the  i.vn.  It  was  only  eight  feet  or  more  in  brought  matereial  dowii  to  l)ct.  1,  1925,  as  a  plaything.”  In  other  words,  sex  is  ent  Vanity  Fair  but  does  not  give  a  line 
ryp^'ters'it’  w'n*  thVLsrformidabU  of  Ltrlie^^^^  '‘o  Concerned.  the  motif  of  its  editors.  to  the  old  Vanity  FmV  which  under  the 

*  *  *  The  editorial  policy  of  the  comic  peri-  editorship  of  Artemus  VV  ard  was  probably 


the  motif  of  its  editors. 

The  editorial  policy  of  the  comic  peri- 


Tlien  he  opens  the  editorial  door  and  A  N  editorial  in  the  Christian  Science  odical  is  thus  summed  up  by  Mr.  Masson :  the  greatest  comic  journal,  in  the  true 
shows  Horace,  “careless  and  dishevelled  ^  Monitor  for  Oct.  31  discusses  the  a  humorous  weekly  can  never  depend  for  its 


in  dress,  as  if  he  had  put  on  his  clothes  matter  of  future  ownership  of  the-  Chi-  permanence  and  solidarity  upon  its  humor,  for 

in  the  dark,  with  the  round  and  rosy  face  rnen  Dailv  Yewc  Tn  doinvr  so  it  rom-  *’’'  reason  that  any  solid  mass  of  jokes  must 

of  1  rhild  and  a  rlu-nihir  ovnression  of  .  \  ^  ai  Af  -  inevitably  defeat  its  own  purpose.  That  elusive 

ot  a  ciiiKl  aiul  a  ciicrutnc  expression  01  ments  alxiut  Mr.  Munseys  newspaper  ,hing  which  causes  laughter  is  hinged  always 

simplicity  and  gentleness.  l.ater  Mr.  properties  in  New  Aork.  the  provisions  ure.'n  the  clement  of  surprise:  it  must  therefore 

Bishop  adds  of  Greeley  that  “a  more  of  Josenh  Pulitzer  for  the  management  rasua'  and  occasional.  Besides,  people  do 
whimsical,  impraclicahle.  lovable  nnan  of  ihe  If after  his  death,  the  trust  ThirLcn 

ne\er  lived,  and  .'American  journalism  has  created  bv  William  R.  Nelson  for  con-  they  really  want  is  to  be  informed.  Tlie  de- 


permanence  and  solidarity  upon  its  humor,  for  ever  seen, 
the  reason  that  any  solid  mass  of  jokes  must  _  _  / 

inevitably  defeat  its  own  purpose.  That  elusive  Ohio  Publishing  Company  Incorporated 
thing  which  causes  laughter  is  hinged  always 


produced  few  superiors  to  him  as  a  clear  tinuing  the  Kansas  City  Star,  etc.  It 
and  forcible  editorial  writer.”  pays  special  attention  to  the  more  novel 

In  August,  1883  at  the  invitation  of  method  of  controlling  the  future  of  a 
I'Mwin  L.  Godkin,  editor  of  the  Actti  newspajX'r — that  adopted  by  Major  Astor, 

1  ork  Evening  Post,  Mr.  Bishop  joined  owner  of  the  London  Times.  This  ed- 
the  staff  of  that  journal  as  an  editoi^l  jtorial  concludes  with  the  comment  that  it 
writer — a  position  that  he  held  until  1900. 

Consequently  his  chapter  on  Godkin  is  a 
personality  sketch  from  first  hand  ob¬ 
servation.  Of  Godkin  Mr.  Bishop  | 

speaks  as  follows:  _  i 

Nolhinjr  (lelipht^d  him  more  than  what  he  m  m  w  m  ^  -J 

Avas  fond  of  calling  “journalistic  rows.”  When 
'  nc  cf  these  broke  out  between  two  or  more  con- 
temporaries,  he  always  followed  it  with  intense  I 

enjoyment,  and  siwr.er  or  later  fairly  itchetl  to  I 

take  a  hand  in  it.  The  “joy  of  combat  *’  in-  I  H  ■ 

herent  in  the  Irish  fdood.  was  strong  in  him,  I  ■  H  « 

and  he  knew'  he  must  watch  it.  Rc]>eated]y,  I  t  I  I 

A'heii  a  “row”  was  f»n,  he  would  write  some-  I  W  ^  B 

thing  abcut  it,  just  by  way  of  trial,  and  then 

take  advice.  If  you  said  in  criticism  that  in  — 

writing  about  it  he  had  committed  some  of  the  S  in  W 

mest  flagrant  of  the  offenses  that  he  had  for  ^  »  i  rl  i 

A  cars  been  assailing  as  the  leading  characteristics  IL 1 

of  these  “rows,”  he  would  burst  into  a  roar  of 

bivighter  and  say:  “Well,  I  am  afraid  that  is  so,  n  , JWBH 

but  I  really  should  like  to  show  what  a  pair  !  U 


thing  which  causes  laughter  is  hinged  always 

up.m  the  element  of  surprise:  it  must  therefore  The  Steubenville  (O.)  Press  Publish- 
lie  casual  imd  octasional.  Besides,  people  do  j„g  (jompanv  has  been  granted  an  Ohio 
not  want  a  diet  of  laughter  wnthout  intermission.  ,  .  -.tT  i  r  nrwi  t-u 

It  has  Ix-cn  proved  over  and  over  that  what  i barter  with  a  Capital  of  $35,0(y.  The 
they  really  want  is  to  be  informed.  The  de-  incorporators  are  James  J.  Weir,  John 
l.tsion  that  real  knowledge  lies  just  over  the  J)  Gardner,  Harry  .A.  Cooper,  Carl  F. 


It  has  liecn  proved  over  and  over  that  what  yiaricr  avuii  a  Lct])u<ii  oi  inc 

they  really  want  is  to  be  informed.  The  de-  incorporators  are  James  J.  Weir,  John 
l.tsion  th.At  real  knowledge  lies  just  over  the  j)  Gardner,  Harrv  .A.  Cooper,  Carl  F. 
nm  cf  the  horizon  still  persists,  in  spite  of  \iii„  .  _i\r'/-j 

the  constant  disappointments.  VVe  are  all  . vllenaugnin  ana  .A.  tj.  Liardner. 

intense  radicals  in  our  aspirations.  Thus  the  - 

skillfiil  editor  hides  the  deep-seated  conservatism  Want  a  job?  Want  a  man?  Want  a 

of  hjs  humorists  unde»-  the  changing  aspects  of  T.':ii  ^ii  _ _ :« 

ridicule  as  annlied  to  the  new  asnrets  of  things  I'^ess .  Want  tjpC.  1  ill  all  wants  in 


ridicule  as  applied  to  the  new  aspects  of  things  P**ess .  lypC  •  Pn*  wants  in 

in  general,  and  at  the  same  time,  along  with  this,  r.IUTOR  &  PtblisHER  classified  department. 


Simple — Economical — Efficient 

I  ^  Elrod  Slug  Caster 

J'or Leads,  Slugs,  Rules 


Spain 


Joe  Mitchell  Chappie  has 
"oiie  to  Spain  to  have  some 
little  talks  with  hig  people — 

YOU’LL  WANT 
THIS  NEW  SERIES 

.4.sk  Us  About  It 

Joe  Mitchell  Chappie  Associates 

‘‘The  Attic.”  WaMoH-Aiteria,  New  Ycrk  Citjr.N.Y. 


Now  fully  licensed 
by  agreement  under  both  the 
Knight  (Monotype)  and 
Elrod  patents 


/The  Elrod  Slug  Caster  is  a  profitable  investment 
in  all  but  the  smallest  composing  rooms  because — 

1  It  casts  leads,  slugs  and  plain  rules  of  various  point  sizes 
Xain  full  length  strips  or  cut  to  any  desired  lengths  for 
less  than  the  cost  of  distributing. 

2  Practically  automatic  and  extremely  simple.it  does  not 
•  require  constant  attendance  of  an  expert  operator  or 
machinist.  It  can  he  operated  with  minimum  -attention  hy 
i  any  composing  room  employee. 

r  Changes  from  one  size  or  kind  of  product  to  another  are 

«3#  made  quickly  and  easily  with  no  intricate  adjustments. 

4  Elrod  material  is  solid  and  stands  up  under  the  most 
•  severe  press  and  stereotyping  conditions. 

Ludlow  Typograph  Company 

2032  Clybourn-A venue,  Chicago 


San  Francisco:  5  Third  Street 
Atlanta:  41  Marietta  Street 


New  York.  6.t  Park  Row- 
Boston:  261  Franklin  Street 


Editor  &  Publisher  for  November  7,  1925 


21 


What’s  New  in  Advertising? 
Look  at  This  Map 


To  the  National  Advertiser  whose  product  has  only  Regional 
Distribution — 


To  the  Agency  representing  such  Accounts — 

This  new  plan  of  “Regional  Advertising  at  Regional  Rates”  is  well 
worth  your  early  attention. 

Ask  Any  Monitor  Advertising  Office 
for  Full  Information 

The  Christian  Science  Monitor 

ADVERTISING  OFFICES 

BOSTON  CHICAGO  •  SAX  FRANCISCO 

NEW  YORK  CLEVELAND  LOS  ANGELES 

PHILADELPHIA  DETROIT  SEATTLE 

KANSAS  CITY  PORTLAND 


LONDON 

PARIS 

F’LORENCE 


An  International  Daily  Newspaper  Publishing  SELECTED  ADVERTISING 


Kahn  was  looking  into  the  muzzle  of  a  story,  based  on  a  somewhat  similar  idea, 
pistol.  It  wasn’t  a  pleasant  few  seconds.  “We  got  hold  of  an  old  Ford  and 
He  looked  down  at  his  desk.  The  labled  it  with  a  banner  ‘Freeport,  Minn.’ 
Corona  was  about  the  highest  object  to  some  small  up-state  village.  Then  we 
hide  behind.  had  a  reporter  dress  as  a  hayseed  and 

But  Kahn’s  secretary  had  shown  nerve  drive  it  through  the  city.  He  was  in- 
and  quick  wit.  Unnoticed  by  the  gun  structed  to  stall  as  often  as  possible, 
brandishing  man,  she  had  slipped  from  break  all  the  minor  traffic  regulations, 
the  room.  She  returned  with  the  News  and  then  come  back  to  the  office  and 
staff  as  a  reinforcement.  write  a  story  of  his  treatment  by  the 

“Now  we’ll  sit  down  and  talk  this  police.  It  made  a  good  yarn,  and  was 

oyer,”  said  Kahn  after  the  man  had  been  instructive  in  that  it  told  how  a  car 

disarmed.  But  without  his  pistol,  the  should  be  driven  through  the  city, 
intruder  didn’t  care  to  talk.  He  left,  and  “For  Christmas  we  play  Santa  Claus  to 
Kahn  hasn’t  seem  him  since.  the  crippled  children  at  a  local  hospital 

“News,  of  course,  is  what  counts  the  All  we  try  to  raise  is  $2,500  and  that  is 
most,  local  news  particularly,”  Mr.  sufficient  to  provide  a  splendid  party  for 
Kahn  said,  “But  I  am  also  a  believer  in  them.  There  are  usually  about  200 
all  sorts  of  stunts  and  contests  for  build-  patients  in  the  hospital  and  we  promise 
ing  and  holding  newspaper  circulation.  to  buy  them  whatever  one  thing  they 
“For  instance  it  is  my  personal  hunch  want  most  for  Christmas.  Yes,  we  have 

that  if  there  are  two  newspapers  in  a  had  to  buy  ponies  and  bicycles,  but 

town,  the  woman  will  be  the  one  who  will  oftener  than  not  the  requests  are  very 
decide  which  her  family  will  buy.  There-  modest.” 

fore  I  give  plenty  of  space  to  women’s  Mr.  Kahn  has  been  for  five  years  the 
features  and  news.  Our  newspaper  has  editor  of  the  St.  Paul  News.  He  is  a 
been  criticized  for  giving  so  much  space  native  of  Indiana  and  a  graduate  of  the 
to  women.  Our  Sunday  paper,  for  University  of  Indiana,  where  he  studied 
instance,  we  give  over  to  women  to  a  journalism. 

very  large  degree.  Following  graduation  in  1908  he 

“The  stunt  I  like  the  best  is  the  local-  started  newspaper  work  on  the  Cincinnati 
ized  serial.  We  take  a  fiction  story  and  hiquirer  as  a  reporter.  After  a  year  he 
change  the  setting  from  wherever  it  is  went  to  St.  Paul,  where  he  began  work- 
to  St.  Paul.  We  give  local  names  to  ing  for  the  Dispatch.  He  did  all  the  re¬ 
streets  and  clubs,  and  make  the  story  ap-  portorial  runs  and  in  four  years  had 
pear  to  be  written  about  the  home  town,  worked  up  to  the  position  of  editor  of 


NEWSPAPER  MAKERS  AT  WORK 

- By  PHIUP  SCHUYLER _ 


As  Certified  Dry  Mats  are  entering  upon  their 
second  year  of  manufacture  in  the  U.  S.  A.  to  meet 
the  preferences  and  needs  of  American  business, 
publishers  are  beginning  to  give  up  their  misgiv¬ 
ings  of  monopolistic  control,  as  they  realize  the 
significance  of  a  free  and  open  market  for  dry  mats. 

Publishers  who  have  long  realized  the  sensible¬ 
ness  of  DRY  MAT  COLD  stereotyping  are  note 
beginning  to  reap  the  benefits  made  possible  by 
adopting  CERTIFIED  DRY  MATS. 

There  is  nothing  difficult  or  mysterious  about 
our  process;  it  is  being  installed  without  any  loss 
of  time  or  interruption  of  schedules.  Your  stereo- 
t3rper  is  perfectly  capable  and  competent  to  adopt 
Certifieds  without  any  loss  of  time  or  trouble. 

It  is  a  privilege  for  us  to  be  able  to  explain  the 
merits  of  Certified  Dry  Mats,  and  you  do  not 
incur  any  obligation  whatsoever  by  asking  for  full 
particulars  if  you  are  now  using  wet  mats  or  by 
trying  samples  if  you  are  equipped  to  handle  dry 
mats. 

We  invite  you  to  get  acquainted  NOW. 

Geo.  A.  Kubler,  Pres., 


St.  Paul  has  neglected  to  remove  Mrs.  editor,  shouted  the  enraged  man. 
Jones'  garbage  for  three  days.  When  a  About  an  hour  later  Mr.  Kahn  s  < 
sewer  is  reported  to  him  as  being  out  of  -slammed  open-and-  shut  with  a  bang, 
order,  he  goes  to  the  right  city  official  ‘  ‘  " 

and  has  it  put  to  rights.  Poor  Mrs. 

’Tony  Tirello,  not  long  in  St.  Paul  from 
Italy,  appeals  to  him  for  advice  as  to 
where  she  may  obtain  good  free  medical 
attention. 

And  so  the  questions  and  complaints 
pour  in — at  the  rate  of  fifty  letters  a  day, 
according  to  Mr.  Kahn.  All  questions 
are  published  in  the  column  with  their 
answers.  Names  are  withheld,  although 
a  rule  insists  correct  names  and  addresses 
must  accompany  all  queries. 

“It  saves  the  citizen  from  bothering 
around  city  hall,  where,  too  frequently 
his  complaint  is  buried  under  red  tape 
mountains.  A  newspaper  can  get  quicker 
action,”  Mr.  Kahn  said. 

Of  course  the  busy  fixer  must  neces¬ 
sarily  be  a  man  of  many  hands  and 
brains.  And  he  is.  This  is  the  way  he 
•works. 

A  letter  comes  to  the  News  office  ad- 
•dressed  to  Mr.  Fixit.  First  it  goes  to  the 
desk  of  Mr.  Kahn’s  secretary.  She  types 
it  in  duplicate.  One  copy  goes  to  the 
reporter  on  whose  run  the  query  must  be 
answered  or  the  complaint  filed.  The 
other  goes  to  a  desk  man,  who  keeps  tabs 
on  the  reporter  and  sees  that  the  questions 
are  answered  promptly. 

“It  turns  up  some  mighty  good  stories,” 

Mr.  Kahn  said.  “But  we  keep  confidence 
-unless  the  writer  is  willing  to  let  us 
publish  his  name.” 

’  '  a  letter  came  from  a 


Rcmafkabic , 
a  h  o  w  I  h 

:  Ttmes 

>.  Evening  over 

i  22aOOO 

%  Sundau  over 

^  aao^oo 


Last  winter 


•/  -  ■ 


f. 


Another  Big  Month  for 

THE  NEW  YORK  SUN 

.1 

i 

In  October  this  year  The  New  York  Sun  carried  1,642,102  lines  of  advertising, 
against  1,382,630  lines  in  October  last  year — a  gain  of  259,472  lines. 

This  lineage  leads  everything  in  the  New  York  evening  field  and  beats  the  nearest 
evening  paper  by  41,278  lines.  Indeed,  for  four  consecutive  months — July,  August, 
September  and  October — The  Sun  has  carried  more  advertising  each  month  than  any 
other  New  York  evening  newspaper. 

The  Sun’s  gain  of  259,472  lines  in  October  this  year  over  October  last  year  lacks 
only  10,000  lines  of  beating  the  combined  gains  for  this  same  period  of  the  Evening  Jour¬ 
nal,  the  Evening  World  and  the  Evening  Post — the  individual  gains  of  all  three  of  these 
newspapers  added  together. 

A  better  understanding  of  what  advertising  building  of  this  sort  means  is  found  in 
the  fact  that  these  great  gains  in  The  Sun’s  adv  ertising  volume  are  all  made  from  adver¬ 
tising  of  the  very  first  quality.  The  Sun  stands  rigidly  for  character  and  quality  in  its 
advertising  columns,  precisely  the  same  as  it  stands  for  character  and  quality  in  its  read¬ 
ing  columns,  and  the  readers  of  The  Sun  understand  this. 

The  advertisers  and  advertising  agents  of  the  country,  shrewd,  keen  men  who 
know  their  business,  are  not  putting  advertising  in  The  Sun  as  a  compliment  to  The  Sun 
or  to  its  owner.  They  are  putting  advertising  in  The  Sun  because  it  is  good  business 
to  put  it  there — because  The  Sun  has  a  clientele  of  men  and  women  who  have  money  to 
spend  and  who  spend  it  freely  alike  for  their  necessities  and  their  pleasures — a  larger 
concentrated  audience  of  character  and  substance  in  the  metropolis  of  the  nation  than 
advertisers  can  reach  through  any  other  newspaper.  It  is  this  audience  that  the  sound 
business  man  wants  to  meet  and  does  meet  through  his  advertising  in  The  Sun. 

Incidentally,  The  Sun  might  add  that  in  this  day  advertising  is  everywhere  measured 
by  the  agate  line — not  by  the  column.  The  agate  line  is  a  standard  that  never  varies; 
newspaper  columns  rnay  and  do  differ  greatly  in  length. 


280  BROADWAY  NEW  YORK 


WASHINGTON,  D.  C  BOSTON  »  CHICAGO  LOS  ANGELES 

Mimsey  Building  Old  South  Building  *'•  208  La  Salle  St.  Van  Nuys  Building 

PARIS  SAN  FRANCISCO  LONDON 

49  Avenue  de  I’Opera  First  National  Bank  Building  40*43  Fleet  Street 


Editor  &  Publisher  for  November  7,  1925 


UTAH  DAILY  TO  TEST  outdoor  ad  groups  merge 


g)l)ouHi  Begin  at  \ 

I  Why  Search  for  the  Hot  Stories?  Dozens  ofl 
Them  Beg  to  Be  Written  in  Each  City  RoomJ 
By  CHET  JOHNSON 


COMK  allegfcl  Iniinorist  once  said:  t 
“Why  go  to  Africa  for  ivory  when  a 
there’s  so  much  of  it  at  home?” 

Paraphrase  that :  “Why  send  good 
(occasionally)  reporters  out  to  pile  up 
taxi  bills,  wear  out  shoes  and  flop  on 
stories  when  there  are  so  many  good 
yarns  in  every  news  room  srihbing  to  be 
picked  on  ?“ 

There  isn’t  a  city  or  managing  ed  in 
the  country  who  would  sit  down  and 
starve  to  death  in  a  grocery  store.  Yet 
these  same  cuckoos,  without  exception,  get 
news  hungry  day  after  day  in  the  middle 
of  .scores  of  good,  snappy  yarns,  and  howl 
their  heads  off  about  the  failure  of  mur¬ 
ders,  floods.  earth(|uakes  and  scandals  ( 
to  happen  when  news  is  scarce.  s 

Start  right  at  the  city  desk.  That’s  1 
where  the  responsibility  rests  for  this  < 
grave  neglect.  Breathes  there  a  city  t 
editor  with  soul  so  dead  who  never  has  i 
given  cause  for  a  story  with  this  head;  1 

CITY  KDITOR  RUMS  AMUCK! 

Thr?:.\te.ns  to  Si.ay  Entire  Staff 
FOR  Ai.i.E;r,ED  Faii-vre  to  Get 
l-'iRST  Einriox  Stories  in 
Before  Ueadi.ine 

(,1RL  WRITER  IM  HYSTERICS 
Chief’s  Vioi.ent  Attack  Causes  ; 
Poor  Sob  Sister  in  Corner  to 
Scream  “Damn  It,  Shut  Up! 

I’m  Trying  to  Telephone” 

When  the  good  old  brand  of  crime 
stories  is  scarce,  something  like  this  can 
always  be  smoked  up  into  a  red-hot  story : 

P.\STE  POT  THEFT  BARED! 
Sporting  Editor,  Branded  Desk 
Raider  by  Irate  Copy  Reader, 

Denies  Charge  and  Uses 
Short,  Ugly  Word 

SLEUTH  FINDS  MISSING 

STICKUM  1 

Suspect  Unable  to  Explain  How 
Loot  Reached  his  Table;  Two 
Pencils  and  Old  Scissors 
Included  in  Swag 

See  ht)w  easy  it  is  if  you  just  look 
around  once  in  a  while?  As  no  edition 
is  complete  without  a  foul-play-feared 
story,  the  following  may  be  used  at  any 
time  without  fear  of  libel ; 

MISSING  OFFICE  BOY  SOUGHT! 
Dragnet  Out  for  Lad,  Last  Seen 
On  Way  to  Art  Room  :  Friends 
Fear  Foul  Play;  Search  of 
Pool  Rooms  Ordered 

SPOT  NEWS  PHOTOS  HELD  UP 

Lost  Yoitth  Had  Only  Prints  of 
Bride  Who  Swallowed  Poison 
AND  King  of  Bootleggers 
Sobs  Managing  Editor. 

Perhaps  it’s  feature  stories  you  find 
most  difficult  to  dig  up  on  the  spur  of  the 
moment.  Why  not  try  one  like  this; 

STILL  A  “GIMME”  AT  67! 

Ve;teran  Dramatic  Critic  Proud 
That  He’s  Never  Spent  Dime 
For  Cigarets  But 
Smokes  Regularly. 

FURNISHES  HABIT  AND 
MATCHES 

Younger  Generation’s  Custom  of 
Buying  Own  Pills  Denounced 
By  Old  Time  Scribe  As 
“Jazz  Extr.avagance” 

Saturday,  of  course,  is  the  best  day 
for  news  in  the  office.  It  is  then  that 
the  weekly  outburst  takes  place  in  the 
general  vicinity  of  the  cashier’s  window. 
Capitalize  that  explosion — turn  it  into 


type  for  a  yarn  that’s  worth  bull  lines 
and  48  point  decks  in  any  paper  ; 

GIG.\NTIC  FRAUD  PROBED! 

Cashier  Demands  Investigation 
OF  Expense  Account  Swindle, 
Accuses  Reporters  of 
Mulcting  Man.agement 

TAXI  BILLS  FIRST  UNDER  FIRE 

Nickel  Cuddler  Blames  L.axity 
OF  City  Editor  for  Alarming 
Increase  in  Graft;  Paper 
Headed  for  Ruin  He  Says 

Conditions  vary  in  every  office.  Some 
of  the  above  yarns  may  not  apply  to  every 
shop.  But  there  is  one  that  never  fails. 
It  is  as  certain  of  breaking  at  lea.st  once  a 
day  in  every  shop  from  San  Ysidro,  Cal., 
to  .Skowhegan,  Me.,  as  the  photographer 
is  of  being  jumped  on  for  not  getting  a 
pretty  girl  somewhere  in  the  picture  of 
the  church  cornerstone  laying  ceremonies. 
I  f  you  haven't  guessed  it,  here  it  is : 

.MANIAC  THREATENS  MASSACRE! 

Mad  Foreman  Confesses  Desire  to 
.Annihilate  Every  Man,  Woman 
.\ND  Boy  in  Editorial  Room; 
Hurls  Hint  of  Walk-out 

SCRIBES  SHIVER  AS  TORTURE 
LOOMS 

Raving  Printer  Brandishes  Arms 
AND  Broadcasts  Profanity  After 
Boss  Bawls  Him  Out  Because 
Edition  is  10  Seconds  Late 


FINED  FOR  FRAUD  AD 

Worcester  Merchant  in  Court  For 
Misrepresenting  Silk 

-Alleged  to  have  advertised  a  certain 
brand  of  goods  for  sale  and  then  offering 
the  liargain  hunters  another  product  Abel 
Kobinovitz  proprietor  of  a  silk  store  in 
Worcester,  Mass.,  was  recently  fined  $10 
on  a  complaint  of  inserting  a  false  and 
misleading  advertisement  in  a  newpaper. 

.Albert  S.  Howard,  an  official  of  a 
Ix)well  cloth  firm  testified  the  defendant 
.advertised  a  cloth  of  a  copyrighted  trade 
name  as  selling  for  $3.25  a  yard  when  the 
standard  mill  price  was  quoted  at  $4.12 
IKT  yard.  Robinovitz  was  told  by  the 
complainant’s  counsel  he  would  ask  for 
a  dismissal  of  the  case  if  the  defendant 
would  print  a  retraction  of  the  same  size 
and  i)rominence  as  the  original  adver¬ 
tisement.  Robinovitz  inserted  a  retrac¬ 
tion  in  the  classified  section  of  a  news¬ 
paper  but  this  was  not  considered  satis¬ 
factory. 

FLORIDA - — 

SuDshine  City’s  Largest  Circulation 

Thm  DAILY  NEWS,  Si.  Petertbarg*t  Pic¬ 
ture  Paper,  has  the  largest  circulation  in 
the  Sunshine  City. 

The  DAILY  NEWS  was  started  on  March 
sixteenth  last.  Its  circulation  is  growing 
daily  .  .  .  On  October  tenth  it  reached 
hfteen  thousand,  without  the  aid  of  any 
circulation  campaign. 

It  carries  the  flag  of  progressire  newspaper 
achievement  in  Western  Florida.  Every¬ 
body  reads  the  NEWS,  Any  bank 
reference. 

BxiiltrftNtws 

•T.WraMBUKOB  PICTURB  PAPBR 


CIGARETTE  LAW 

Statute  Forbidding  Advertising  to  Be 
Fought  in  Court  on  Grounds  of  Con¬ 
stitutionality  by  Salt  Lake 
City  Tribune 

Salt  Lake  City,  Nov.  4. — The  anti- 
cigarette  law  which  forbids  the  advertis¬ 
ing  of  cigarettes  in  any  form  in  the  state, 
is  to  be  brought  before  the  Supreme  Court 
of  L'tah  at  an  early  date  for  the  purpose 
of  contesting  its  constitutionalif)-.  The 
law  originally  prohibited  the  sale  of 
cigarettes  as  well  as  the  advertising  of 
them,  but  this  section  was  repealed  by 
the  legislature  which  met  in  1923  after 
a  stiff  tight. 

.As  a  compromise,'  for  the  loss  of  the 
“Sale”  section  of  the  act,  the  1923  legis¬ 
lature  passed  a  law  forbidding  the  ad¬ 
vertising  of  any  form  of  tobacco  in  any 
medium,  except  newspapers.  .A  test  of 
the  constitutionality  of  this  law  was  de¬ 
cided  upon  soon  after,  hut  after  the 
district  court  decided  the  law  was  un¬ 
constitutional  on  the  ground  of  discrimi¬ 
nation,  the  matter  was  dropped  by  those 
favoring  the  law  and  tobacco  in  all  forms 
other  than  cigarettes  has  since  been  ad¬ 
vertised  openly  and  freely. 

The  State  Treasurer  is  taking  up  the 
question  of  the  constitutionality  of  the 
section  of  the  law  forbidding  ci.garette 
advertising  and  the  Safi  Lake  City  Tri¬ 
bune  will  be  made  defendant  in  a  test 
ca.se,  it  is  stated.  If  the  section  is  de¬ 
clared  unconstitutional  there  will  be  very 
little  left  of  the  anti-tobacco  and  cigarette 
legislation  in  Utah. 


New  P.  M.  Daily  for  Blackwell,  Okla. 

The  Blackwell  (Okla.)  Tribune  has 
started  a  new  evening  newspaper  called 
the  Blackivell  Evening  News.  Advertis¬ 
ing  is  sold  to  general  advertisers  under 
the  morning  and  evening  combination 
plan. 

Fields  Starts  New  Oklahoma  Daily 

The  Oketnali  (Okla.)  Ledger  started 
publication  Nov.  2,  as  an  evening  daily 
using  the  United  Press  service.  Raymond 
Fields,  owner  of  the  Guthrie  (Okla.) 
Leader,  owns  the  new  daily. 


H.  F.  O’Mealia  Named  President  lU 
Kansas  City  Convention  4 

Consolidation  of  the  Poster  .Advenis-j 
ing  Association  with  the  Outdoor  advt:., 
tising  Association  into  the  Outdoor  .Xd-' 
vertising  Association  of  .America  lusj 
effected  at  the  annual  meeting  of  the  as¬ 
sociations  in  Kansas  City,  Mo.,  last  wett 
Harry  F.  O’Mealia  of  Jersey  C  iiy.  X.  ] 
was  elected  president;  C.  U.  Philley  oi 
St.  Joseph,  Mo.  was  electee!  vice  pres-f 
ident  and  Tom  Hokes  of  Jamestown,  Pa, 
treasurer.  The  1926  convention  will  k 
in  Atlanta. 

.A  resolution  condemning  erection  oi| 
advertising  boards  in  residential  district, R 
near  scenes  of  beauty  and  at  places  thts  j 
would  be  traffic  hazards,  was  adopted,  g 

C.  B.  Lovell  of  the  General  Outdoor  I 
.Advertising  Company,  New  A'ork  Cih-,  I 
said  more  than  $65,0()0,0(I0  would  be  spent  | 
for  outdoor  advertising  in  1925.  i 


Lebanon  (Pa.)  Timet  Sold 

The  plant  and  equipment  of  the  Lebanon 
(Pa.)  Daily  Times  has  been  purchased  by 
the  Lebanon  News  Publishing  Company. 
As  a  consequence  of  the  transaction  the 
circulation  of  the  Times  was  added  to  that 
of  the  news.  Publication  of  the  Times 
was  discontinued. 


ONE  out  of  every 
THREE  Homes  in 
Milwaukee  receive 

THE 

MILWAUKEE 

LEADER 

“Unawed  by  Influ¬ 
ence  and  Unbribed  by 
Gain.” 

Advertising  Representatives 

FRALICK  &  BATES 

Chicago,  New  York,  Atlanta,  Loe 
Angeles 


Otmefl  by  Frank  Fortme  Pnlver 
Edited  by  Majer  Alfred  Birdtall 

REPRESENTED  BY 

GEORGE  B.  DAVID  COMPANY 

NEW  YORKt  IM  Bart  42mI  SttMt 
CHICAGO:  IM*  Hartford  Buildfac 


A  'New  Era  Begins  for 
Salt  Lake  Telegram 

A  Few  months  ago  Mr.  A.  L.  Fish,  General  Manager  of 
the  Salt  Lake  Telegram,  decided  that  his  paper 
^  could  remain  no  longer  without  a  Ludlow.  After 
his  Ludlow  had  been  installed  he  wrote  us  the  following 
unsolicited  letter: 

“We  have  the  new  Ludlow  and  Elrod  equipment  in 
place  and  running.  Everything  is  working  in  the  most 
satisfactory  manner.  The  equipment  was  installed  with¬ 
out  in  any  way  disrupting  the  work  of  the  composing 
room  force. 

“Before  the  Ludlow  was  installed  we  were  greatly 
handicapped  by  lack  of  working  space.  Now  we  have 
thrown  out  enough  type,  type  cases,  etc.,  to  start  a  good 
size  printing  establishment.  By  eliminating  this  equip¬ 
ment  we  have  greatly  increased  the  efficiency  in  the 
composing  room.” 

Ludlow  Typograph  Company 

/JfTrnw  2032  Clybourn  Avenue,  Chicago 


San  Francisco:  5  Third  Street 
Atianta:  41  Marietta  Street 


New  York:  63  Fark  Row 
Boston:  261  Franklin  Street 


LUDLOW  QUALITY  COMPOSITION 


Akron  now  reads  “Two  Papers  in  One” 


First  Choice  In  Akron 

AH  of  the  editorial  ser\  ices  and  features  of  The  Akron  Times 
and  The  Akron  Press  were  combined  and  retained  in  the  con¬ 
solidation  of  these  newspapers,  thus  makinj^  the  TIMES-PRESS 
one  of  the  finest  and  most  complete  newspapers  published  any¬ 
where. 

All  of  the  circulation  of  The  Akron  Times  and  The  Akron  Press 
was  combined  and  retained  in  the  consolidation  and  The 
TIMES-PRESS  is  steadily  addin  ;  new  readers.  ^ 

The  TIMES-PRESS  reaches  more  th^n  43,275  families  in  the 
Akron  market  at  only  9c.  a  line. 

The  Sunday  TIMES-PRESS  is  the  only 
Sunday  paper  in  Akron,  offering:  an  oppor- 
j  tunity  to  cover  the  field  at  one  cost. 

The  Akron  Times-Press 

A  Scripps-Howard  Newspaper 

Member  of  the  A.  B.  C. 

Represented  in  the  national  advertising  field  by 

ALLIED  NEWSPAPERS,  Inc. 

New  York  Chicago  Cleveland  Cincinnati  San  Francisco  Los  Angeles  Seattle 


26 


Editor  &  Publisher  for  November  7,  1925 


E  D  I 


SNUBBED  HIM  GOOD 

XPERIEXCED  newspaper  correspondents  in 
Europe  have  taken  an  extraordinary  attitude 
toward  Dictator  Mussolini.  It  is  not  often  that 
these  men  permit  themselves  to  show  any  personal 
■feeling  toward  a  foreign  diplomat  or  government,  no 
matter  how  badly  the  press  may  be  treated.  This 
impersonality  of  relationships  with  foreign  affairs  and 
persons  is,  in  fact,  traditional  among  foreign  corre¬ 
spondents,  greatly  befitting  the  dignity  of  the  service. 

But  they  cannot  stomach  Mussolini,  and  no  reason¬ 
able  person  could  expect  it. 

His  iron  heel  has  crushed  out  every  vestige  of 
freedom  of  the  press  of  his  country.  His  violence, 
when  opposed,  knows  no  bounds.  Every  Italian 
editor  who  has  dared  to  speak  out  against  misgovern- 
ment  has  been  seized  as  a  criminal.  Newspaper 
plants  have  been  smashed  by  the  Black  Shirts  and 
free  press  has  not  drawn  its  breath  for  more  than  two 
years.  The  Dictator  has  stood,  not  because  of  any 
superior  intelligence,  service  to  his  people,  or  honor 
among  the  men  of  the  world,  but  because  he  carried 
a  club. 

During  the  past  year  the  Italian  censorship  has  not 
only  tightened  within,  but  has  vigorously  striven  to 
extend  its  impudent  sway  to  the  nations  of  the  world. 
Mussolini  has  sought  to  bring  the  foreign  corre. 
spondents  to  their  knees,  thus  to  give  to  the  outside 
world  a  one-sided  picture  of  his  regime. 

But  the  Dictator  has  found  it  difficult  to  terrorize 
the  press  of  the  world.  The  foreign  correspondents 
have  been  resourceful.  They  have  managed,  no  mat¬ 
ter  how  tight  the  Dictator  might  screw  down  the  lid, 
to  get  to  the  reading  public  the  essential  facts  of  the 
situation,  all  indicating  that  the  Facist  Government 
is  a  government  of  brute  force  and  that  its  censorship 
is  merely  a  blind  for  a  multitude  of  sins. 

Editor  &  Publisher  readers  will  thoroughly  enjoy 
the  news  from  Locarno.  There,  the  press  representa¬ 
tives  got  the  Italian  Dictator  into  the  open.  They 
snubbe<l  him  good.  They  gave  him  a  dose  of  the  right 
sort  of  medicine.  They  took  a  bit  of  the  strut  out 
of  the  audacious  actor. 

All  honor  to  newspaper  men  who  do  not  bend  the 
neck  to  swashbuckling  tyrants  of  the  Mussolini  type! 
The  correspondents  of  Europe  will  live  to  write  the 
whole  truth  concerning  the  Fascist  outrages  after 
public  opinion  has  torn  down  the  press  barricades 
that  Mussolini  set  up  to  make  his  cruel  business  safe. 


Each  iL'cek  sees  some  nerv,  happy  convert  to 
the  fine  art  of  spelling  the  ivord  meaning 
volume  of  lines  without  the  central  "e"  thus — 
l-i-n-a-g-e.  The  old  spelling  of  the  word 
smacks  of  ancient  and  outworn  lineage. 

PRESS  AGENT  SUGGESTION 

HOCKED  and  surprised  the  publisher  of  a  daily 
newspaper  in  the  South  exclaimed,  after  a  repre¬ 
sentative  of  Editor  &  Publisher  has  pointed  to 
a  quarter  page  paint  advertisement  in  the  news 
columns  of  his  paper,  “What  fool  put  that  in?” 

It  was  a  quarter-page  press  agent  graft,  in  mat 
form,  and  it  was  found  that  a  young  and  inexperienced 
make-up  man  had  inserted  it  because  he  happened  to 
need  a  piece  of  copy  of  that  size. 

The  incident  serves  to  suggest  that  it  might  be  a 
very  good  plan  for  publishers  to  insist  that  all  press 
agent  copy  received  through  the  mails  or  locally,  be 
turned  over  to  a  man  appointed  to  handle  such  matter. 
This  man  could  be  instructed  how  to  handle  the  copy. 
If  advertising,  send  it  to  the  advertising  department 
for  proper  solicitation.  If  news,  read  it  to  catch 
well-known  press  agent  dodges,  and  inform  the 
editorial  department  what  to  avoid. 

A  single  individual  could  in  a  short  time  be  made 
expert  in  the  handling  of  press  agent  material, 
whereas  if  the  copy  is  handled  by  anyone  in  the  office 
sour  results  are  inevitable. 


"Neither  do  men  light  a  candle,  and  put  it 
under  a  bushel,  but  put  it  on  a  eandlestick ; 
and  it  giveth  light  unto  all  that  are  in  the 
house,"  sums  up  for  business  the  principle  of 
advertising. 


Strengthen  ye  the  weak  hands,  and  confirm 
the  feehle  knees. 

Say  to  them  that  are  of  a  fearful  heart.  Be 
strong,  fear  not:  hehold  yonr  God  will  come 
with  vengeance,  even  God  with  a  recompense; 
he  will  come  and  save  you — Isaiah,  'SX.W ; 
3,  4. 


FIRST  EDITIONS 

E  have  before  us  as  this  is  written  the  first 
edition  of  an  evening  newspaper  published 
in  a  city  of  the  Middle  West.  It  is  not 
entirely  novel  and  is  therefore  anonymously  treated 
here.  It  differs  from  first  editions  produced  in  the 
evening  field  in  a  number  of  cities,  notably  New  York, 
in  that  it  does  not  present  a  first  page  which,  at  least 
five  days  of  the  week,  is  but  a  mere  “lobster”  rewrite 
of  morning  papers,  with  selections  for  display  identical 
with  those  of  morning  papers  printed  from  five  to 
seven  hours  earlier. 

Only  an  occasional  “story”  breaks  for  first  editions 
of  evening  papers.  The  world  is  asleep.  There  is  an 
occasional  big  flash  of  news,  but  ordinarily  the  “lob¬ 
ster  shift”  scratches  on  the  bare  ground  for  a  news 
lead.  Failing  of  important  matter,  worthy  of  a  spread 
which  would  command  street  sales,  many  editors  play 
up  rewrites  of  the  morning  papers,  struggling  for 
■‘new  leads,”  and  often  present  exaggerated  ac¬ 
counts  of  minor  fires  or  accidents  in  lieu  of  important 
news  matter. 

Our  friend  in  the  Middle  West  is  reasoning  out  his 
task  along  different  lines.  It  is  his  obvious  theory 
that  a  news  line  that  has  sold  papers  in  the  morning 
field,  unless  it  concerns  a  subject  of  a  major  second- 
day  interest  and  can  be  built  on  later  developments, 
is  a  twice-told  tale,  and  by  very  unconventional  means 
he  seeks  to  turn  a  new  first-page  face  to  his  world. 

On  dull  days  this  editor  may  give  his  leading  dis¬ 
play  to  a  local  story  which  has  been  worked  up  in 
advance  and  which  becomes  first-class  local  feature 
material,  for  inside  play  in  the  regular  afternoon  edi¬ 
tions.  But  it  gives  him  something  new  to  sell.  The 
circulation  department  may  instruct  corner  boys  to 
call  out  a  minor  fire,  on  the  first  page,  iT  there  is  no 


November  7,  1925  Volume  58,  No.  24 

EDITOR  &  PUBLISHER 
Published  Weekly  by 
The  Editor  &  Publisher  Co., 

Suite  1700  Times  Building,  42d  St.  and  B’teuy,  H.  Y. 

Marten  E.  Pete,  Editor 
Arthur  T.  Robb,  Jr.,  Managing  Editor 
Associate  Editors 

Warren  L.  Bassett  Philip  V.  Schuyler 

James  Wright  Brown,  Publisher. 

J.  B.  Keeney,  Business  Manager, 

Charles  B.  Groomes,  Advertising  Manager. 

Mrs.  H.  Craig  Dare,  Classified  Advertising  Manager. 

James  W.  Brown,  Jr.,  Promotion  Manager. 

George  Strate,  Circulation  Manager. 

Associated  with  The  Advertising  World  of  London. 

Washington:  J.  Bart  Campbell,  Homer  Building.  Tele¬ 
phone  Franklin  6636  or  4054. 

St.  Louis:  Roy  M.  Edmonds,  1332  Syndicate  Trust 
Building.  Olive  117. 

Chicago:  L.  B.  Gilmore,  Room  900,  30  North  Dearborn 
St.,  Telephone  Dearborn  5422. 

Pacific  Coast  Office:  Room  201,  Sharon  Building, 
55  New  Montgomery  St.,  San  Francisco,  Calif, 
Telephone  Douglas  5220.  H.  R.  Drummond. 

London:  The  Advertising  World  represents  Editor  & 
Publisher  for  the  British  Isles,  14  King  Street, 
Covent  Garden,  London,  W.  C.  2. 

Paris:  G.  Langelaan,  47  Avenue  de  FOpera,  Paris. 

Tokio;  John  R.  Morris,  Japan  Advertiser. 

Toronto:  W.  A.  Craick,  60  Lympstone  Avenue,  Law¬ 
rence  Park. 

10  cents  a  copy,  $4  a  year;  foreign  $5;  Canadian,  $4.50. 


I  A  E 


good  call  in  the  lead  story,  but  the  reader  is  assured 
of  a  substantial  story  in  the  news-feature. 

There  are  times  when  a  syndicate  story  is  given  the 
play — something  held  over  for  the  purpose.  Our 
friend  evidently  sifts  the  night  telegraph  material 
closely  to  find  some  story  that  has  either  been  missed 
or  under-played  by  the  morning  papers,  but  it  must  1 
have  a  sound  news  base,  read  interestingly  and  lend 
itself  to  head-lining.  j 

One  of  his  stunts  is  to  get  in  first  page  display,  on 
dull  days,  a  “situation,”  or  “round-up”  story  on  some 
important  current  news  situation,  and  from  such  ma¬ 
terial  he  is  able  to  write  good  selling  banner  lines. 

The  inside  pages  of  his  interesting  first  edition  are 
well  made  and  we  judge  they  are  prepared  the  day 
before  and  stand  through  all  editions.  Combined  with 
the  newsy  first  page  that  is  produced  by  the  artifices 
here  mentioned,  and  doubtless  others  as  they  may  be 
contrived,  a  paper  is  produced  which  has  character 
and  individuality  and  must  excellently  answer  the 
purpose  of  surburban  distribution. 

It  must  not  be  understood  that  our  Middle  West 
editor  fails  to  rewrite  for  his  first  edition  the  major 
interests  of  the  morning  papers.  He  does  so,  but 
always  attempts  to  play  up  a  new  angle.  His  rewrites 
are  brief. 

In  some  of  the  larger  cities  first  editions  are  often 
made  to  follow  the  lines  of  morning  papers,  except 
on  days  when  big  news  breaks,  with  such  fidelity  that 
it  is  to  be  wondered  why  anyone  who  had  read  a 
morning  paper  would  buy  them,  except  for  feature 
material  in  well-established  demand.  Certainly  a  first 
page  routine  news  head-line,  on  newsstands  at  11 
a.  m.,  which  is  patterned  exactly  after  headlines  that 
went  to  press  twelve  hours  previous,  are  not  cal¬ 
culated  to  sell  the  first  edition  of  any  newspaper. 

There  is  as  much  expense  in  preparing  a  mere  re¬ 
write  first  page  in  a  first  edition  as  in  the  scheme 
employed  by  the  Middle  West  editor  who  is  striving 
to  produce  fresh  display,  and  when  the  latter  is  good 
enough  to  hold  and  turn  inside  for  news-feature  dis¬ 
play  an  actual  economy  has  been  accomplished. 

Because  it  is  such  a  difficult  task  the  “lobster”  edi¬ 
tion  often  challenges  the  best  efforts  in  a  newspaper 
office.  It  calls  for  genius.  We  have  seen  some 
“lobster”  editions  of  Sunday  papers,  made  for  country 
circulation,  which  were  better,  because  of  their  well- 
planned  first  pages,  than  later  editions  carrying  com¬ 
plete,  but  less  interesting  news.  Let  the  early  edi¬ 
tion  work  fall  to  the  hand  of  a  bright,  resourceful 
young  man,  instructed  to  produce  something  new  and 
smart,  and  by  legitimate  but  not  necessarily  conven¬ 
tional  means!  When  he  has  made  good  at  that  task 
the  paper  will  have  developed  an  editor  of  talent. 


It  appears,  from  page  one.  New  York  "Herald 
Tribune,"  that  the  Matson  Line  is  building  the 
good  ship  "Malolo,"  finest,  fastest,  greatest, 
biggest,  safest,  most  desirable  ship  known  to 
humankind,  at  Cramps,  and  thus  does  good  old 
Charlie  Post,  the  press  agent,  laugh  in  glee  as 
the  "news"  is  printed  and  reprinted,  time  with¬ 
out  number. 

VALUABLE  CONTRIBUTION 

ri  his  refreshing  series  of  articles  in  Editor  & 
Publisher  Edward  H.  Edwards  presents  an  ex¬ 
cellent  brief  for  clean  copy,  which  is  sure  to  have 
widespread  effect.  The  evils  of  blind  and  mislead¬ 
ing  editing  of  copy  have  never  been  better  exposed  by 
any  writer.  In  this  day,  when  speed  is  a  paramount 
press  necessity,  the  author’s  warnings  and  sensible 
suggestions  are  timely.  Editorial  laxity  not  only 
runs  into  heavy  waste  of  time  and  material  in  making 
corrections  in  the  composing  department,  but  has  the 
much  worse  effect  of  imparing  a  newspaper’s  priceless 
reputation  for  accuracy  because  of  errors  which  are 
not  caught.  Publishers  and  editors  will  appreciate 
Mr.  Edwards’  contribution  to  the  cause  of  accuracy 
and  the  long-suffering  printers’  fraternity  will  greet 
it  with  paeans  of  praise. 


C.  C.  Hamlin,  Colorado  Springs  (Col.) 
Gazette  and  Telegraph,  says  that  if  the  heads 
of  great  business  enterprises  knew  what  press 
agents  are  saying  in  their  names,  there  would 
be  short  shrift  for  the  grafters,  and  we  agree. 


Editor  &  Publisher  for  November  7,  1925 


27 


PERSONAL 


York  on  a  trip  to  the  Far  East.  He  will 
arrive  in  the  Dutch  Indies,  Nov.  15,  later 
visiting  the  Philippines,  Hongkong, 
Shanghai,  Pekin,  and  Japan.  He  will  re¬ 
turn  to  this  country  in  April. 


FOLXS  WORTH  KNOWING 


plant.  A  32-page  Simplex  press  was 
shipped  by  Hoe  to  the  Salim  (Kan.) 
Journal  last  week. 

ON  THE  MECHANICAL  SIDE 


rOGAR  B.  PIPER,  editor  of  the  Wilbur  Hindley,  of  the  editorial  staff,  FRANK  E.  PHILLIPS,  manager  of  the  MttMANlCAL  SIDE 

"  Portland  Oregon  and  president  of  the  Spokane  Spokesman-Review,  has  written  New  England  Daily  Newspaper  As-  T?  SILLETTO,  printer,  Des  Moines 
Portland  S>'mphony  society,  gave  a  dinner  a  play  entitled  “The  Little  Tin  (i^,”  sociation,  was  formerly  managing  editor  '  Register  and  Tribune-News  was 

to  the  directors  of  the  society  in  honor  which  will  be  produced  by  Maylon  stock  of  the  Portland  (Me.)  Evening  Express,  severely  injured  last  week  when  the  auto- 

Iof  Willem  Van  Hoogstraten,  noted  con-  company  in  Spokane  during  December.  A  Portland  boy,  mobile  he  was  driving  collided  with  an- 

Henry  Kraft,  former  night  editor  of  the  Mr.  Phillips  at  12  - 

^  ^  Symphony  Orchestra  Associated  Press,  began  taking  j«-  j 

c  M  '  ('  ’  f  ,  t  wbo  for  the  past  two  years  has  been  con-  pers  from  the 

h  ter  ducting  a  news  bureau  at  Albany,  N.  Y..  press  in  the  plant 

Al^ka  and  former  ed  tor  of  the  Seattle  ^as  sold  his  interest  in  that  enterprise  and  of  the  Portland 

f m  joined  the  copy  desk  of  the  ihrcester  Daily  Press.  La- 

Wuhmgton  (D.  C)  Post  and  former  '(Mass.)  GaxeZ.  ter  he  was  car- 

publisher  of  the  Washington  (D.  C.)  ^  '  xj  /..i?  -x  c  rier  bov  for  the 

ytrald,  has  been  named  a  vice-president  ,  George  H.  (  Farmer  ),  Smith,  chil-  “oy  lor 

of  the  Western  Publishers,  Inc.,  at  Atas-  dren  s  editor  of  the  New  York  Evening  ^^ess  ana  yier 

Scadero,  Cal.,  and  will  have  editorial  direc-  Graphic,  will  be  one  of  the  princii«l  '  f  ‘f 

1  •  ./ A : _ : _ «fV‘alrprc  at  tnp  PrpQ«  I  .linrhF'nn  tn  he  iaii  ui 


of  an  Americanization  magazine  to  speakers  at  the  Press  Luncheon  to  ^ 


be  started  soon. 


given  at  the  Stacy-Trent,  Trenton,  N.  J.,  1905  he  was  grad- 

TVmr«Hav  Mnv  hv  the  hlew  Ter^ev  UStCu  tO  tilC  TEriiC 


B.  F.  Irvine,  editor  of  the  Portland  pursday.  Nov.  5  by  the  New  Jersey  to  tne  ranK 

rtgon  Jourml,  was  the  chief  speaker  at  State  Congress  of  Mothers  and  Parent-  reporter  on  tne 


Mrs.  M.  F.  Hazelton  and  Miss  Muriel 


Frank  E.  Phillips 


mobile  he  was  driving  collided  with  an¬ 
other  machine. 

Fred  Richard,  20,  assistant  pressman 
on  the  Lewiston  (Idaho)  Morning  Tri¬ 
bune,  was  caught  in  an  elevator  at  the 
newspaper  plant,  October  26.  He  is  in 
a  critical  condition. 

SPECIAL  EDITIONS 

T’AMPA  MORNING  TRIBUNE..  238- 
page  annual  development  number, 
Oct.  27. 

Cushing  (Okla.)  Daily  Citiaen,  Greater 
Cushing  Industrial  number  in  six  sections 
Oct.  28. 


Janesville  (Wis.)  Gazette,  34-page  His- 


..,ngon  juuTjiui,  was  me  cniei  speaxcr  ai  - — - . — - -  - -  ^  ,  ,  .  .  - - - - ...  ..xxx.v.,..;, 

the  recent  Navy  Day  celebration  in  Teachers  Association.  vprtt.pr  Frank  E.  Phillips  Get.  28. 

ortland.  Mrs.  M.  F.  Hazelton  and  Miss  Muriel  .  years  on  that  Janesville  (Wis.)  Gazette,  34-page  His- 

ih*  .“SI,  a„  “th.n  L  _ _  _  _ 


Mexico  (Mo.)  Ledger  in  1876,  recently 
celebrated  his  49th  year  of  ownership. 


...»  J-—-  X.*  V...  ..X. .....i#.  rraiicis  xv.  xviuruiiy,  luiiiicxiy  v.,uuiiiy  fV,p  rnnv  ripsk-  fnr  a  u;hi1<>  anrt  thpn  tnr  - 

Agent  has  been  named  county  editor  of  the  five  yea?^  was  sports  editor ’before  becom-  WITH  THE  SPECIALS 


- 15  the  acting  editor  of  the  paper. 

Bernard  M.  Wynkoop,  editor  and  man- 


Worcester  (Mass.)  Telegram. 


James  E.  Barry,  former  city  editor  of  editor. 


in|  city  editor  and  subsequently  managing  j j  jj  rebeR  COMPANY.  New 

^  °  York,  has  been  appointed  eastern 

—  -  -  representatives  for  Diesel  &  Oil  Engine 

chased  the  Elkhart  (Kan.)  Morton 

County  Progress.  hshing  Company,  Ix)s  Angeles. 

W.'ll.  Cole  has  bought  from  A.  B.  .  E-  Burke.  Inc.,  special  representa- 
Byrne  the  Hyde  Park  (Cal.)  Press.  York,  have  been  appointed  to 


p  .1  7  I  1,  \  lamcb  n.,  xjariv,  luiiiici  l-iiv  cuu«ji 

H'  .2"?.”  .h./arf...<Mi=h.)  N™...hasioinrill„ 


Patriot,  w’ith  Mrs.  Wynkoop,  has  re- 
nimed  from  a  brief  vacation  in  Nova 
Scotia. 


Jackson  Citizen  Patriot  editorial  staff. 
William  J.  Grow  succeeds  R.  B.  Ander- 


(Call  AnSo"  ^T’lCTorhas  bough,  t,o„  A.  B.  E-  Burke  '  Inc.,  special  reprcseu.a. 

suffered  a  badly  wrenched  ^ack  in  aii  has  gone  to  Indiana  to  continue  in  news-  ByTne  the  Park  (Cal.)  Press  reV^esSir  th^ Vil/ilf/i 

ajiornobile  accident  recentlv  paperwork.  Frank  Swann  of  San  Jacinto,  Cal.,  has  represent  me  uuiuui  lyews  iribune 


i'jiornobile  accident  recently. 

Frank  P.  MacLennan,  owner  and  pnb- 


paper  work. 

Alfred  Human  has  resigned  as  manag- 


bought  the  Beaumont  (Cal.)  Leader  and  nationally. 


Isher  of  the  Topeka  (Kan.)  State  ing  editor  of  Musical  America  to  become  changed  its  name  to  the  San  Gregorio 

'.aamal  observed  the  40th  anniversary  oi  editor  and  publisher  of  his  own  monthly.  Leader.  ,  r  .• 

his  ownership  of  that  paper  Oct.  31.  Singing,  The  Voice  Magazine.  .  James  H.  Howell  has  disposed  of  his 


IN  THE  BUSINESS  OFFICE 


HOLDING  NEW  POSTS 


HUILI  lAM  T  LA  VARRE  TR  has  ROGER  BUSFIELD,  from  head  of  the  complete  control. 

Ued  the\df;r™g  stkff  ^  ^Fort  IFor//,  (Tex.)  /Accord  copy  A.  G.  CampWl. 

^SmYork  Times  in  charge  of  magazine  to  copy  desk,  Worcester  (Mass.)  (Mo.)  Journal  tor 

tiun  advertising.  He  was  formerly  a  Gazette. 


James  H.  Howell  has  disposed  of  his  x  a  TJDnw'xr  _  _ 

interests  in  the  San  DiVgo  (Cal.)  In-  L,  A-  BROWN,  advertising  solicitor, 
depeiulent  to  Franklin  O  Schroeder,  who  ^  departmenfi  Des  Moines 

founded  the  publication  and  who  now  has  Register,  to  Miss  Erma  Johnson. 


:ci-ti>r  of  F(X)te  &  W'agan,  Inc.,  adver-  Miss  Eleanor  Mead  from  society  edi- 
lini'  agency.  tor,  Albany  (N.  Y.)  Evening  News  to 

\\.  J.  Tice,  formerly  secretary  and  society  desk,  IVorcester  (Mass.)  Tele- 
of  the  Adamars  Company,  St.  gram. 

I  oiis,  has  joined  the  national  advertising  'Milton  C.  Chapin  from  county  editor, 
iil'anni'iit  of  the  St.  Louis  Post-Dis-  Worcester  (Mass.)  Telegram  to  county 
t-‘ch.  editor.  Providence  (R.  I.)  Journal. 

Charles  Plambeck  has  become  adver-  Edward  Venable  Mitchell  from  copy 
-mi;  manager  of  the  San  Diego  (Cal.)  desk,  Richmond  {Va.)  Times-Dispatch  to 
mependent.  He  is  assisted  by  Sid  sporting  editor,  Charlotte  (N.  C.)  Ncivs. 


G.  Campbell,  owner  of  the  Tina 
(Mo.)  Journal  for  the  past  three  years, 
has  sold  the  paper  to  Chester  Strong, 
formerly  editor  of  the  Hale  (Mo.) 
Leader. 

J.  Herald  Frost,  owner  of  the  Van- 


ASSOCIATIONS 

FRANK  SULLIVAN  of  the  New 
^  York  World  was  the  guest  of  honor 
at  a  dinner  of  the  New  York  News¬ 
paper  Women’s  Club  on  Oct.  29,  at 


dalia  (Mo.)  Leader  has  sold  the  paper  the  new  headquarters  of  the  club  at  47 


I'.awanl  Venable  Mitcnell  irom  copy  T>ECENT 
desk,  Richmond  (Va.)  Times-Dispatch  to  IV 

_ _ _ /~i. _ \  \r _  i"'-  ■‘'•i 


FjHit,  formerly  of  El  Paso,  Tex. 


.Ylliert  Hadlon  from  IVorcester  (Mass.) 


William  J.  Rogers,  manager  of  the  Evening  Ga'-ette  to  reportorial  staff  Herald,  the  l  ortland  ture.) 


Charles  Chambers  has  joined  the  re 


Miss  E.  Estelle  Spear,  assistant  to  iKirtS  stkff  Vr  •  Aev  ivyt  na.)  wno  was  namea  a  memoer  oi  im 

:lliam  H.  Dow,  manager  and  treasurer  K  L'a'ct/r’ He  was^  tional  advisory  committee.  W.  M.  T 

the  Portland  (Me.)  Evening  Express  l/wcte  1  A  Pre.i.s  Cynden  of  the  Enid  Publishing  Compmiy 

til  the  purchase  of  the  Express^nd  “  Ki  from  Des  Moines  Telegram,  and  Tampa  elected  voce-presidenb  and  L^  R. 


,  is.ittreage  vvneeier,  irom  ues  moines  /pi_  \  rtnh^ 

inday  Telegram  hy  the  owners  of  *e  Register  copy  desk,  to  Milwaukee  Sen-  f  UorffiSiaee' 

‘ ortland  Press  Herald,  entertained  her  tinel.  three  Hoe  lo-page 

;  rmer  associates  of  the  Imsiness  depart-  Mark  Drumm  from  advertising  man-  ‘ 


to  F'.  B.  DeTien.  West  44th  street.  Miss  I.ouella  Parsons 

-  of  the  A^cw  York  American  announced 

NEW  PLANTS  AND  EQUIPMENT  the  Sunday  afternoon 

teas  will  lie  given  on  Nov.  15. 

T>ECENT  Ludlow  installations  include  Oklahoma  Associated  Press  Editors, 
the  New  York  Sun,  three  machines;  meeting  in  Oklahoma  City,  with  Kent 
Tampa  (Fla.)  Tribune  and  Sarasota  Cooper,  .\.  P.  general  manager  as  guest 
(Fla.)  Herald.  The  Portland  (Ore.)  of  honor,  elected  L.  M.  Nichols  of  the 
Journal  has  just  replaced  its  old  machines  Bristenv  Record,  president,  succeeding 
with  two  new  Ludlows.  Other  new  Clyde  Muchmore  of  the  Ponca  City  News 
I.udlow  users  aft;:  Key  West  (Fla.)  who  was  named  a  member  of  the  na- 
Morning  Call,  Haines  City  (Fla.)  tional  advisory  committee.  W.  M.  Taylor 
Herald.  Pittsburgh  (Pa.)  Press.  Camden  of  the  Enid  Publishing  Company  was 
(N.  J.)  Post  Telegram,  and  Tampa  elected  vice-president,  and  L.  R.  Penn 
(Fla.)  Evening  Globe.  of  the  Oklahoma  City  A.  P.  bureau. 

Three  Hoe  16-page  press  units  and  one  secretary.  Oklahoma  Associated  Press 


mer  associates  of  the  business  denart  i  ta  f  i  •  superspecd  double  folder,  have  been  Good  Fellowship  Club,  composed  of  state 

tn  at  h«  home  at  Cane  Elizaffih  ^  shined  by  boat  to  the  5an  Francisco  A.  P.  operators,  met  at  Oklahoma  City 

lentK  ^  ^  Elizabeth  ager,  Yuma  (Ariz  )  5«ii  to  a  similar  po-  the  remainder  of  a  double  sex-  Oct.  25  and  elected  T.  H.  Davis,  Okla- 

Wilson  M.  Brooks,  formerly  in  the  ad-  ®'\\"arJe^‘’'^MacNen'^  from’^L^ichburg  ‘“P'®  installed  in  the  Bulletin  lioma  City,  president _ 


raising  department  of  the  Richmond  (Va.)  News  to  copy  desk,  Richmond 
*'».)  A  ews- Leader,  is  in  charge  of  the  Times-Dispatch. 


cmliersliip  committee  of  the  Virginia 

S'S  ihlml'SSri"  BRESS  association  NOTES 

_  l^ENT  PRESS  SERVICE  on  Nov.  9 

IN  THE  EDITORIAL  ROOMS  .  opra  their  fourth  bureau  in  De¬ 

troit,  at  431  Howard  street.  The  other 
ILLI.YM  CARNEY’,  of  the  iVcit»  Forife  three  offices  are  located  in  (Chicago, 
Herald  Tribune  staff  sailed  this  week  Springfield,  Illinois,  and  St.  Louis,  Mo. 
''  the  Minnekahda  for  Paris,  where  he  Lawrence  H.  Selz,  managing  editor,  is 
\pfct?  to  spend  a  year.  He  will  be  temporarily  in  charge  of  the  new  bureau, 
ned  in  a  few  weeks  by  Mrs.  Carney  Frank  H.  King,  who  for  the  last  year 


IN  THE  EDITORIAL  ROOMS 


to  spend  a  year. 


d  in  a  few  weeks  by  Mrs.  Carney  Frank  H.  King,  who  for  the  last  year 
is  connected  with  the  Herald  Tribune  has  been  working  in  the  New  York 
h  Air  Fund.  bureau  of  the  Associated  Press,  is  retum- 


f«h  Air  Fund.  bureau  of  the  i 

.Jennings  F.  Sutor,  news  editor  of  the  ing  to  London 
ortland  Oregon  Journal,  has  returned  — 

i;'*n  a  trip  around  the  world  in  company  CHANGl 

’’'h  .Yubrey  R.  Watzek,  Portland  lum-  .  j 
^Tiian  A  LBERT  1 

Ihoiald  Ashton  has  succeeded  Darwin  Jamesport 
I^Smith  as  city  editor  of  the  Sacramento  the  paper  to 
)  Bee.  Hamburg  ( 


CHANGES  OF  OWNERSHIP 

ALBERT  HULEN,  owner  of  the 
Jamesport  (Mo.)  Gazette,  has  sold 


Smith  as  city  editor  of  the  Sacramento  the  paper  to  A.  W.  Fagin,  of  Cameron. 
^^1)  Bee.  Hamburg  (Pa.)  Item,  which  recently 

Frederick  B.  Edwards  of  the  New  celebrated  its  50th  anniversary,  has  been 
Herald  Tribune  staff  has  returned  sold  to  St.  John  McLean  and  Peter  T. 
"ft  a  three  weeks’  stay  in  Canada.  McGuirk.  ,  , 

John  E.  Kelly,  shipping  editor.  New  E.  D.  Fred,  founder  of  the  Roseville 
Herald  Tribune,  and  Mrs.  Kelly  (Cal.)  Advertiser,  weekly,  has  sold  his 


A  Story  Women  Everywhere 
Are  Going  to  Talk  About 

Fiction  that  women  like — and  buy  newspapers  to  read,  is  an  important 
part  of  the  Central  Press  Association’s  complete  and  exclusive  illus¬ 
trated  newspaper  feature  service. 

First  publication  of  the  new  novel  of  Edgar  Poe  Norris,  author  of  the 
conspicuously  successful  “Surrender,”  will  be  in  newspapers  that  receive  the 
Central  Press  service.  The  story  has  the  alluring  title  of  “METHUSE¬ 
LAH’S  WIFE,”  and  it’s  the  story  of  a  beautiful  girl  who  married  an  old  man 
to  achieve  wealth  and  social  position.  The  plot  touches  all  of  the  elements  of 
popularity. 

Release  date  of  the  first  of  the  generous,  graphically  illustrated,  daily  in¬ 
stallments  is  Monday,  November  16.  Write  now  for  proofs. 

tKljt  Central  ^resef  I^igsociation 


V.  V.  McNitt 
President 


Central  Press  Bid*. 
Cleveland 


H.  A.  McNitt 
Manacer 


'W  Oct.  30.  for  Havana  for  a  two  interest  in  the  paper  to  G.  A.  Haas, 
ks’  vacation.  Wallace  Casey,  of  the  Kansas  City 

JJicholas  Roosevelt  of  the  editorial  staff  Star  and  Mrs.  Casey,  employed  on  the 
the  New  York  Times  has  left  New  Kansas  City  (Kan.)  Kansan,  have  pur- 


PS. — We  produce  the  world’s  best  daily  picture  page. 


Editor  &  Publisher  for  November  7,  1925 


2t> 


New  York  Editorial  Conference  will 
hold  the  first  luncheon  meeting  of  the 
season  at  the  Hotel  Astor,  Xov.  13.  The 
subject  is :  ‘'Where  is  the  Business  Paper 
Editor  of  the  h'uture  Coming  From?” 
Speakers  will  he  J.  W.  Cunliffe,  director 
of  the  Pulitzer  School  of  Journalism, 
Columbia  University ;  and  W.  W.  Macon, 
of  Iron  Age. 

Ohio  Newspaper  Women’s  Associa¬ 
tion  recently  awarded  prizes  for  merit- 
orius  work  appearing  in  the  Ohio  paiHTS. 
Mrs.  Amoretta  l-'itch,  Cincinnati,  won 
the  prize  for  the  best  verse.  Miss  Allene 
N.  Summer  of  Cleveland  for  the  best 
news  story  and  the  best  humorou.s  story. 
Miss  Florence  Smith  of  the  Port  south 
Times  carried  off  the  honors  for  the  best 
story  about  the  1924  convention.  Miss 
Daisy  P.  Young  was  awarded  the  hon¬ 
ors  in  the  contest  for  the  best  feature 
story.  Other  prize  winners  were  Mrs. 
Charlotta  Price  Shea  of  the  Belleloutame 
lixantiner  and  .Unna  Marie  Tennant  of 
the  Springfield  Sun.  Pauline  Smith, 
Columbus,  is  the  new  president  of  the 
.Stroup. 

For  the  sixth  time  Fred  Cooper,  editor 
of  the  Topeka  Construction  Xen'S.  won 
the  Kansas  Editorial  Golf  Association 
title  at  the  semi-annual  tournament  in 
Chanute.  He  defeated  Bert  Harris, 
llcrington  Times,  on  the  18th  hole.  L. 
B.  Merillat,  Topeka,  won  the  champion¬ 
ship  consolation  from  H.  W.  /Mbright, 
Western  Newspaper  Union,  W'ichita ; 
Angelo  C.  Scott,  lola  Register  won  the 
Goodfellows  flight  from  John  T.  Mack, 
Xctvton  Kansan-Republican,  with  Wil¬ 
fred  Cavaness  winner  of  the  consolations 
from  Dick  Gelvin,  Topeka. 

Cape  Cod  Press  Club  held  its  annual 
election  of  officers  Oct.  31,  at  Hyannis, 
Mass.,  with  the  following  results:  Presi¬ 
dent,  Charles  Warner  Swift,  of  Yar- 
mouthport ;  secretary,  Herbert  L.  Chip- 
man.  of  Sandwich,  and  treasurer,  George 
M.  Haskins,  of  Hyannis.  Philip  Hale, 
Boston  Herald;  William  ().  Taylor,  Bos¬ 
ton  Globe;  Kutli  Scott  Miller.  Raymond 
M.  Crosby,  M.  Dewolfe  Howe,  Jason 
L.  Rogers  and  Herbert  W.  Collingwood, 
editor  of  the  Rural  Nerv  Yorker,  part 
time  residents  of  Cape  Cod,  were  elected 
honorary  members. 

California  Advertising  Service  Asso¬ 
ciation  met  in  Los  Angeles,  Oct.  23-24, 
with  James  I.  O’Shaughnessy,  executive 
secretary  of  the  .American  Association  of 
.Advertising  Agencies,  as  one  of  the  prin¬ 
cipal  speakers. 

Washington  Press  Association  will 
'  hold  its  fourteenth  annual  Newspaper 
Institute,  March  4,  5,  and  6,  at  the  Uni¬ 
versity  of  Washington. 

Third  District  Republican  Editors 
of  Kansas,  will  meet  at  Neodesha  Nov. 
7,  for  their  annual  fall  meeting.  Thomas 
E.  Thompson,  editor  of  the  Howard 
(Kan.)  Courant,  is  president. 

Texas  Editorial  Association  will 
meet  in  Browuisville,  Dec.  2-4.  Two 
hundred  editors  are  expected  to  attend. 

Midwinter  meeting  of  the  Virginia 
Press  Association  will  be  held  at  Farm- 
ville  Friday  and  Saturday,  Jan.  15-16. 
President  W.  S.  Copeland  is  preparing  the 
program. 


Daily  Wins  $50,000  Libel  Suit 

A  jury  required  only  ten  minutes  to 
return  a  verdict  favorable  to  the  Redding 
(Cal.)  Searchlight  Oct.  22,  in  the  $50,000 
libel  suit  instituted  by  Leslie  Jones,  a 
city  trustee.  The  suit  was  based  upon  a 
letter  written  by  Ernest  Dozier,  also  a 
city  trustee,  and  published  by  the  Search¬ 
light  during  a  recent  municipal  election 
campaign. 

Dozier  was  also  named  a  defendant  in 
the  action. 


Pastor  Wins  $15,000  Libel  Verdict 

Rev  John  E.  Lillbach  of  Brooklyn,  N. 
Y.,  formerly  pastor  of  a  Quincy,  Mass., 
church  was  awarded  $15,000  damages  by 
a  jury  in  Federal  District  Court  Boston 
Tuesday  in  his  suit  against  the  Eteepain 
Cooperative  Society  of  Worcester,  pub¬ 
lishers  of  a  Finnish  paper,  charging  libel. 
He  brought  suit  for  $50,000  alleging  that 
the  paper  had  printed  a  story  defamatory 
to  his  character. 


ASSOCIATION  CHIEFS 


p"  1-'.  FILERT,  publisher  of  the  Musical 
•  Courier,  New  York  and  president  of 
the  Filcrt  Printing  Comi>any  was  elected 
president  of  the 
United  Typoth- 
etae  of  .America 
at  the  39th  an¬ 
nual  convention 
in  Chicago,  Oct. 
19-24. 

This  is  the 
third  time  in  the 
38  years  of  the 
history  of  the  in¬ 
ternational  asso¬ 
ciation  of  employ¬ 
ing  printers  that 
a  New  York 
man  has  been 
elected  to  its 
l)resi«lency,  the 
other  two  being  Theodore  L.  DeVinne, 
who  was  elected  at  the  first  meeting  in 
1887  and  William  Green,  elected  in  1919. 

Mr.  Eilert  is  an  ex-president  of  the 
New  A’ork  Employing  Printers’  Asso¬ 
ciation  and  the  present  chairman  of  its 

Board  of  Directors.  He  is  al.so  a  direc¬ 
tor  in  the  National  Publishers’  Asso¬ 

ciation. 


E.  F.  Eii-ert 


A.  L.  PERKINS  HEADS  A.  P.  GROUP 


Texas  Managing  Editors’  Association 
Meets  in  Dallas 

.At  a  meeting  of  the  Texas  Managing 
Editors’  Association  in  Dallas  last  week 

A.  L.  Perkins,  Galvc.Uon  Tribune  and  E. 

B.  Doran,  Dallas  Xews  were  reelected 
president  and  secretary  respectively.  San 
Antonio  was  selected  for  next  year’s 
meeting. 

The  Association  comprises  editors  of 
Associated  Press  Papers.  Amon  G.  Car¬ 
ter,  publisher.  Fort  Worth  Star-Telegram, 
was  named  member  of  the  central  divi¬ 
sional  advisory  board  of  the  Associated 
Press.  Reorganization  of  the  Texas  elec¬ 
tion  bureau  machinery  was  discussed. 

A.  F.  Henning,  election  bureau  manager, 
spoke.  President  Perkins  was  instructed 
to  appoint  a  committee  with  power  to 
act  toward  providing  next  year’s  election 
service.  A.  P.  officials  present  included 
Kent  Cooper,  general  manager,  Edgar,  T. 
Cutter,  central  division  superintendent, 
Paul  Cowles,  Western  division  superin¬ 
tendent,  E.  T.  Wolford,  central  division 
traffic  chief,  and  Ray  Baumgardner,  Dal¬ 
las  bureau  manager.  Plans  to  broaden 
the  state  service  were  stressed. 


FATHER  AND  SON  RIVALS 


Wilbur  Morse,  Senior  and  Junior, 
Represent  Different  Dailies  at  Capital 

The  Washington  newspaper  corps  now 
includes  father  and  son,  W^ilbur  Morse, 
Sr.,  and  Wilbur  Morse,  Jr.,  representing 
different  Philadelphia  newspapers. 

Wilbur  Morse,  Sr.,  a  veteran  in  the 
Philadelphia  and  Washington  newspaper 
field,  resigned  recently  from  the  financial 
department  of  the  Philadelphia  Es’ening 
Bulletin,  to  become  the  Washington  cor¬ 
respondent  for  the  Daily  Ne^fs,  Philadel¬ 
phia’s  afternoon  tabloid  which  is  being 
conducted  by  Lee  Ellmaker,  a  former 
Washington  newspaper  man. 

Wilbur  Morse,  Jr.,  is  a  member  of  the 
Washington  bureau  of  the  Philadelphia 
Ledgers  and  New  York  Ex'ening  Post. 

Robert  B.  Armstrong,  Jr.,  son  of  the 
late  Robert  B.  Armstrong,  noted  Wash¬ 
ington  correspondent  has  stepped  into  his 
father’s  place  as  the  representative  at  the 
Capital  of  the  Los  Angeles  Times. 


Honor  “Marse  Henry’s”  Memory 

A  portrait  of  the  late  Henry  W.  Wat- 
terson,  of  the  Louisville  Courier-Journal, 
has  been  ordered  by  the  journalism  school 
of  Washington  and  Lee  University,  Lex¬ 
ington,  Va.  It  will  hang  over  the  mantel¬ 
piece  in  the  school’s  news  room,  accord¬ 
ing  to  Prof.  R.  B.  Ekiard. 


FOREIGN  FEATURE  STAFF 


New  Service  Being  Organized  for 
New  York  Sunday  Timet 

Organization  of  a  European  feature 
service,  in  addition  to  the  foreign  news 
service  now  operated,  is  being  under¬ 
taken  by  the  New  York  Times.  It  is 
planned  to  have  feature  headquarters  in 
London  and  branches  in  other  important 
news  services  abroad.  Articles  supplied 
by  the  feature  service  would  be  used  ex¬ 
clusively  by  the  New  A’ork  Sunday  Times 
and  its  magazine  section. 

F.  L.  Minnigerode,  who  has  been  writ¬ 
ing  special  articles  for  the  Sunday  Times 
from  Rome,  has  moved  to  London  as 
chief  representative  abroad  of  the  Sunday 
department. 

In  Paris,  Miss  Diana  Bourbon  has  been 
appointed  correspondent  for  the  Sunday 
paper,  and  in  Berlin,  Hermann  G.  Scheff- 
auer.  To  this  nucleus  there  will  be  added 
men  in  Rome  and  in  Vienna,  which  is 
the  source  of  feature  articles  from  the 
Balkans  as  well  as  from  Austria.  Even¬ 
tually  the  organization  will  be  extended 
to  include  Russia  and  the  Far  East. 


INGLORIOUS  MILTONS,  BUT  i 
NOT  MUTF^  SO  PAPER 
MUTES  EM 

"Y^HETHER  or  not  Concord.  N.  _ 
"  C.,  is  particularly  suited  to  I 

composition  of  original  poetry  I 
does  not  appear.  Neither  h.is  it  I 
been  shown  that  residents  of  Con-  ( 
cord  are  particularly  desirous  of  L 
having  their  poetical  products  i 
given  to  the  world.  ' 

What  is  quite  evident  is  that  the 
Concord  Tribune  does  not  solicit 
contributions  of  such  poetry.  In  i 
a  front-page  box,  under  the  head¬ 
ing,  “No  More  Original  Poetry,” 
the  following  recently  appeared: 

‘The  Tribune  is  nothing  if  not 
accommodating,  hut  in  future  we 
.'•hall  be  compelled  to  draw  the 
line  at  original  poetry.  We  always 
want  items  of  news,  hut  we  cannot 
get  the  consent  of  our  minds  to  in¬ 
flict  origin.iI  poetry  on  our  read-  t 
ers.” 


Arranging  Sphinx  Club  Dinners 

Preston  P.  Lynn,  president  of  the 
Sphinx  Club.  New  A’ork  advertisers’  so¬ 
ciety,  has  named  the  following  members 
to  arrange  for  the  next  four  club  dinners 
to  be  held  in  November,  December,  Janu¬ 
ary  and  February:  George  Ethridge, 
James  P.  Gillroy,  Charles  C.  Green,  and 
W  illiam  H.  Rankin. 

President  Lynn  of  the  club  has  been 
seriously  ill,  but  is  now  recovering. 


Stunt  Extra  Stressed  Fire  Peril 

.An  extra  announcing  that  the  business 
district  of  Montrose,  Pa.,  had  been  lev¬ 
eled  by  fire  because  of  lack  of  fire  ap¬ 
paratus  was  recently  published  by  the 
Montrose  Independent  Re  publican,  weeVY 
There  was  no  fire,  the  stunt  having  beo 
arranged  to  arouse  the  city  to  the  needs  ' 
of  the  local  fire  department.  Proceeds 
of  the  sale  of  the  extra  were  donated  to 
the  department. 


Look  ^head 


The  Development  of  Church 
Advertising  Is  Worth  While 

What  can  restore  public  attention  to  the  service  of 
the  church?  What  better  than  the  newspaper? 

In  the  last  copy  of  the  Literary  Digest  is  the 
(Reading  Eagle's  appreciation  of  Reading  churches. 
The  Eagle  is  looking  ahead: 

“Reading  has  about  70  churches.  There  is  an  invest¬ 
ment  of  possibly  $5,000,000 — all  for  your  benefit — and 
it  is  a  benefit  indeed.  .  .  .  Tomorrow  these 
churches  will  be  open  to  you.  .  .  .  Over  500  sing¬ 
ers  and  musicians  will  sing  and  play  for  your  benefit. 
Sixty  clergymen  will  deliver  carefully  prepared  ser¬ 
mons.  Thousands  of  earnest,  kind-hearted  Christian 
men  and  women  are  ready  to  give  you  the  sincere 
handclasp  of  fellowship.  Doesn’t  aU  this  mean  some¬ 
thing  to  you?  With  all  this  prepared  for  your  benefit, 
why  not  go  to  some  church,  Sundays?” 

The  Associated  Advertising  Clubs  has  a  series  of 
Come-to-Church  advertisements  for  the  joint  use  of 
every  church  in  town,  in  your  Saturday  church  page. 

Write  us  for  plans  and  copy.  The  Church  com¬ 
munity  is  worth  cultivating. 


Church  Advertising  Department 

ASSOCIATED  ADVERTISING  CLUBS, 

383  Madison  Avenue, 

New  York,  N.  Y. 


I 

I ' 


i 


Editor  &  Publisher  for  November  7,  1925 


29 


CAN  BE  SUPPLIED  TO  CAST  EITHER  30  OR  42  PICA  MAXIMUM  MEASURE 


The  printer  who  has  his  typographic  re¬ 
sources  ^ored  in  Standard  Interchange¬ 
able  Linotype  Magazines  is  prepared  to 
produce  composition  of  any  charader  in 
unlimited  quantity,  in  the  quicker  and 
mo^  economical  way. 

Any  combination  of  type  faces  may  be  quickly  grouped  on  one 
machine  to  meet  the  requirements  of  a  particular  job 

Q  TRADE  1^  I  ^  DT  Y  P  E  0 

MERGENTHALER  LINOTYPE  COMPANY 

Brooklyn,  New  Y ork 

SAN  FRANCISCO  CHICAGO  NEW  ORLEANS 

CANADIAN  LINOTYPE  LIMITED,  TORONTO 
Agencies  in  the  Principal  Cities  of  the  World 


Single  Distribution 

MODEL  8 

One,  two  or  three  Standard 
Main  Magazines 

MODEL  14 

One,  two  or  three  Standard 
Main  Magazines 
One  Standard  Auxiliary 
Magazine 


'/  Multiple  Distribution 

MODEL  25 — Two  Standard  Main  Magazines 

MODEL  26 — Two  Standard  Main  Magazines 
Two  Standard  Auxiliary  Magazines 

FACES  FROM  ALL  MAGAZINES 
MIXED  IN  THE  SAME  LINE 


Composed  entirely  on  the  LINOTYPE  in  the  Cloister  Bold  Series 


30 


ADVERTISING  AGENCY  AFFAIRS 

New  AddreMes  for  Two  Agencies — H.  K.  McCann,  New  York,  and  Tracy* 
Parry,  Philadelphia — Ozbum  Joins  John  S.  King  Company, 
Cleveland — Sweetser  Now  with  the  O’Malley 
Advertising  and  Selling  Company 


^WO  advertising  agencies  moved  to 
new  offices  this  week.  d 

In  New  York,  H.  K.  McCann  Com-  p 
pany  transferred  headquarters  from  61  ( 
Broadway  uptown  to  285  Madison  a 
avenue.  The  Tracy-Parry  Company,  s 
Inc.,  moved  its  Philadelphia  offices  from  ( 
the  Lafayette  Building,  Fifth  and  Chest-  J 
nut  streets,  to  the  new  building  of  the  i: 
Philadelphia  Public  Ledger  on  Independ-  a 
ence  Square.  The  New  York  offices  of 
this  company  are  at  347  Fifth  avenue.  ^ 

C.  L.  Ozburn,  formerly  with  the  Al-  J 
bert  Frank  Company,  New  York,  has  1 
joined  the  staff  of  the  John  S.  King  1 
Company,  Inc.,  Cleveland  advertising  ^ 
agency.  i 

Theodore  H.  Sweetser,  for  the  past 
four  years  space  buyer  for  the  Franklin  P.  * 
Shumway  Advertising  Agency,  is  now  ‘ 
associated  with  The  O’Malley  Advertis-  : 
ing  &  Selling  Company,  244  Washington 
street,  Boston. 

W.  Frank  McClure,  vice-president  Al-  , 
bert  Frank  &  Co.,  Chicago,  and  president  , 
of  the  National  Advertising  Commission, 
spoke  before  the  Sales  Managers’  Bureau 
of  the  St.  Louis  Chamber  of  Commerce 
Oct.  30,  on  “The  Advertising  Man’s 
Laboratory.”  , 

Edward  A.  Mackey,  formerly  with 
James  F.  Newcomb  &  Co.,  Inc.,  New 
York,  in  association  with  Martin  Prehn, 
has  formed  the  Prehn- Mackey  Company, 
a  new  York  advertising  service  company. 
Mr.  Prehn  had  been  conducting  an  agency 
under  his  own  name. 

The  Campbell-Ewald  Company,  General 
Motors  Building,  Detroit,  announces  the 
addition  of  Keith  Crombie  and  M.  S. 
Charlton  as  copy  writers. 

ADVERTISING  COMPETITION 

450  Saleimen  for  Newcpgpert  Com¬ 
pared  to  50Q  for  the  Magazine* 

The  following  figures  gathered  and 
made  public  by  the  Association  of  News¬ 
paper  Advertising  Executives,  show  the 
magnitude  of  sales  activity  and  compe¬ 
tition  in  the  national  field : 

“There  are  91  special  representative 
organizations  in  New  York  alone  that  sell 
for  the  larger  newspapers.  These  91  or¬ 
ganizations  employ  450  salesmen.  In  New 
York  City,  there  are  142  organizations, 
employing  600  salesmen,  who  are  fight¬ 
ing  the  advertising  battles  for  the  mag¬ 
azines.  Another  100  salesmen  working 
for  20  specials,  represent  the  farm  papers 
in  New  York.  In  addition,  there  are  the 
numerous  sales  representatives  of  the  car 
cards,  outdoor  display,  novelties,  direct- 
by-mail  interests,  etc. 

“All  of  these  figures  refer  to  New 
York  City  alone.  A  similar  regiment  of 
men  work  from  Chicago  offices  to  induce 
advertisers  to  use  their  particular  medi¬ 
um.  Other  hundreds  of  sales  represen¬ 
tatives  operate  from  cities  on  the  Pacific 
Coast,  from  Detroit,  St.  Louis  and  other 
large  cities.  Add  to  all  of  these  sales¬ 
men,  the  home  office  executives,  the 
service,  promotion  and  local  contact  per¬ 
sonnel  and  the  army  of  advertising  sales¬ 
men  is  augmented  still  further.” 


Hank*  Head*  Texa*  Pre**  League 

Meeting  in  Dallas,  the  Texas  Daily 
Press  League  elected  officers  as  follows; 
Bernard  Hanks,  Abilene  Reporter,  presi¬ 
dent;  A.  G.  Mayse,  Sherman  Democrat, 
first  vice-president;  C.  W.  Wilson, 
Mineral  Wells  Index,  second  vice-presi¬ 
dent ;  E.  W.  Bateman,  Marshall  Star. 
secretary-treasurer.  The  League’s  ad- 


S.  C.  Stokley  for  six  years  merchan¬ 
dising  counsel  and  retail  statistical  com¬ 
piler  of  the  Grand  Rapids  Show  Case 
Company  and  previously  advertising  man¬ 
ager  of  a  number  of  eastern  department 
stores  including  Higbee  Company  of 
Qeveland  is  now  associated  with  George 
J.  Kirkgasser  &  Co.,  Chicago  advertis¬ 
ing  agency  as  merchandising  counsel  and 
account  executive. 

P.  A.  Wilkinson  is  now  manager  of  the 
New  York  office  of  the  Chambers 
Agency,  Inc.,  succeeding,  John  H.  Strum- 
berg,  who  has  returned  to  the  New  Or¬ 
leans  office  as  an  account  executive  Mr. 
Wilkinson  was  formerly  with  Frank  Sea¬ 
man,  Inc. 

McKinney,  Marsh  &  Cushing,  Inc.,  De¬ 
troit  advertising  agency,  announces  tne 
addition  to  its  staff  of  George  R.  Cullen, 
formerly  engaged  in  advertising  work  at 
Grand  Rapids,  Mich. 

Alfred  E.  Fountain,  Jr.,  on  Nov.  1, 
joined  the  New  York  office  of  the  Lyd- 
don-Hanford  Company.  He  was  for¬ 
merly  secretary  of  the  Tuthil  Advertising 
Agency,  Inc.,  New  York. 

The  Harold  Worm  Company,  adver¬ 
tising  agency,  has  been  organized  in 
Grand  Rapids,  Mich.,  Harold  Worm  hav¬ 
ing  taken  over  the  interests  of  his  former 
associate,  L.  R.  Vercoe,  Jr. 

Merrill  Hoff  is  now  assistant  art  direc¬ 
tor  of  the  Irwin  L.  Rosenberg  Company, 
Chicago  advertising  agency.  Formerly 
he  was  with  the  Bureau  of  Engraving, 
Minneapolis. 

Clyde  A.  Stevens  has  resigned  as  cen¬ 
tral  manager  of  the  Nation’s  Business 
and  on  Jan.  1,  will  join  the  Nichols-Evans 
Company,  Cleveland  advertising  agency. 

vertising  bureau  elected  J.  L.  Nunn, 
Amarillo,  chairman ;  J.  L.  Gree,  Denison ;’ 
C.  E.  Palmer,  Texarkana,  and  Walter 
Murray,  Ranger,  advisory  committee. 


Texa*  Semi-Weekly  Now  a  Daily 

The  Vernon  (Tex.)  Record  began  pub¬ 
lication  Nov.  2,  as  a  daily  newspaper. 
Previously  it  had  been  a  semi-weekly,  un¬ 
der  the  direction  of  R.  H.  Nichols.  James 
N.  Allison,  formerly  of  the  local  staff  of 
the  Wichita  Palls  (Tex.)  Daily  Times, 
has  been  appointed  news  editor  of  the  new’ 
daily.  Mr.  Allison  is  the  son  of  J.  H. 
-Mlison,  former  publisher  of  the  Fort 
Worth  Record,  now  vice-president  of  the 
Wichita  Falls  Daily  Times. 


POST 


a  reminder  to  con¬ 
tract  for  advertising 
space  in 

The  Evening  Star 

Franklin,  Ind. 


Above  ibowi  th*  preu  con- 
neotion  in  the  XnoarviUe 
Bontinel  preai  room,  ind  *t 
the  left  the  delivery  tablet 
in  the  Mew  Tork  Tribune 
maiUnr  room. 


Representative  Publishers 
Who  Use  C-H  Conveyors 


Allentown  (Fa.)  Call 
Altoona  (Fa.)  Kirror 
Arkantas  Gazette 
Aibury  Fark  (N.  J.)  Freaa 
Atlanta  Conatitution 
Atlanta  Journal 
Aurora  Beacon-Newi 


Hamilton  Spectator 
Hartford  Courant 
Hartford  Timei 
Haverhill  Becord 
Houiton  Chronicle 
Huntington  (W.  Va.)  Herald- 
Diipatch 


Baltimore  Sun  Indianapolii  Mewi 

Binghamton  Frets  A  Leader  Indianapolis  Star 

liJSlSlSlS  rg^Herald  Jersey  City  Journal 

Britbano  (AuatraUa)  Courier  KaUmazoo  Gazette 

Border  Cities  Star,  Windsor,  Kansas  City  Journal 
Cnt,  Kenosha  Mews 

Boston  Globe  Knoxville  Sentinel 

Boston  Herald  Knoxville  Journal  A  Ti 

Boston  Foot  Kokomo  Tribune 

Boston  Record 

Boston  Transcript  Lima  (0.)  Mews 

Bronx  (M.  Y.)  Home  Mews  London  (Ont.)  Advert 


Canton  (0.)  Repository 
Cedar  Rapids  Gazette 
Charlotte  Observer 
Chica^ro  Daily  Mews 
Chicago  Tribune 
(Theater  (Fa.)  Times 
Christian  Science  Monitor 
Clarksburg  Exponent 
Cleveland  Flaic  Dealer 
Cleveland  Frets 
Columbus  Citizen 

Dallas  Mew* 

Dallas  Timet-Herald 
Dayton  Evening  Mew* 
Dayton  Journal 
Decatur  Review 
Des  Moines  Mews 
Det  Moines  Register  and 
Tribune 
Detroit  Mews 
Duluth  Mews-Tribune 


Kenosha  Mews 
Knoxville  Sentinel 
Knoxville  Journal  A  Tribune 
Kokomo  Tribune 

Lima  (0.)  Mews 
London  (Ont.)  Advertiser 
Lot  Angeles  Down-Town 
Shopping  Mews 
Lot  Angeles  Herald 
Lowell  (Matt.)  Courier-Citizen 

Macon  (Ga.)  Mews 
Macon  (Ga.)  Telenaph 
Milwaukee  Journal 
Minneapolis  Journal 
Minneapolis  Tribune 
Minnesota  Star 

Mew  Orleans  Item 

Mew  Orleans  Times-Ficayune 

Mew  Orleans  States 

Mew  Tork  Globe 

Mew.  York  Herald-Tribune 

Mew  York  Sun 

Mew  York  Times 

Mew  York  World 

Morfolk  Ledger-Dispatch 

Mewark  Star-Eagle 

Mewark  Mew* 

Meedlecraft  Fub.  Co., 
Augusta,  Me. 


Erie  (Fa.)  Dlraitch-Herald  Augusta.  Me. 

Easton  (Fa.)  Express  A  Argus 

Fairchild  Frets  Omaha  Bee 

Florida  Times-Dnion  Omaha  World-Herald 

Fort  Wayne  Mews  A  Sentinel  Ottawa  Citizen 

Fort  Worth  SUr-Telegram  Ottawa  Journal 

Fresno  Bee  Fawtucket  (R.  I.)  Time* 

Grand  Rapid*  Herald 

Greensboro  (M.  C.)  Mews  »  j  * 

Feoria  Journal-Transcript 
Halifax  (Nova  Scotia)  Herald  Feoria  Star 


Fhiladelphia  Bulletin 
Fhiladelphia  Inquirer 
Fhiladelphia  Morth  Americas 
Fhiladelphia  Fublic  Ledger 
FittsHeld  (Matt.)  Eagle 
Fittsburgh  Dispatch 
Fittsburgh  Fost 
Fittsburgh  Frees 
Fittsburgh  Leader 
Fortland  (Me.)  Frest-Herald 
Fortland  (Ore.)  Journal 
Fortsmouth  Times 
Frovidence  Journal 

Richmond  Tlmes-Dispatch 
Richmond  Mews-Leader 

St.  Louis  Globe-Democrat 
St.  Louis  Fost-Dispatch 
St.  Faul  Dispatch 
San  Francisco  Chronicle 
Sioux  City  Journal 
Sioux  City  Tribune 
Southern  Ruralist, 

,  Birmingham,  Ala. 

Springileld  (Matt.)  Republicta 
A  Mews 

Springfield  (Mast.)  Dnion 
Sydney  (Aus.)  Morning  Hertld 
Sydney  (Australia)  Sun 
Syracuse  Herald 
Syracuse  Journal 
Syracuse  Fost-Standard 

Tacoma  Mews-Tribune 
Toronto  Globs 
Toronto  Star 
Toronto  Telegram 
Trenton  Times 

Dtica  Observer-Dispatch 

Vancouver  Frovince 
Vii^nian-Filot,  Morfolk.  Va. 

Washington  (D.  C.)  Star 
Waterbury  Republican  A 
American 

Wilmington  Journal 
Wisconsin  State  Journal, 
MadUon  .  ^ 

Woman’s  World  Magazine  C*.. 
Chicago 

Worcester  Telegram-Gazette 

York  (Fa.)  Dispatch 
Youngstown  Vi^icator 


CUTLER-HAMMER 


The  Cutler-Hammer  Mfg.  Co., 
Milwaukee,  Wisconsin. 


CLIP  HERE- 


Please  send  me  a  copy  of  your  bulletin  which  outlines  the  advantages  and  economls* 
effected  by  use  of  0-H  Newspaper  Conveyors. 


City .  SUte. 


Shoes-and  Ten  Million  People 

The  buying  power  potential  of  the  ten  million  people  in  the  six  mar¬ 
kets  served  by  this  newspaper  group  is  of  tremendous  proportions. 

Consider  it,  for  example,  in  relation  to  the  purchase  of  shoes.  Sup¬ 
pose  we  allow  these  ten  million  people  only  two  pairs  of  shoes  a  year 
and  give  them  a  minimum  cost  of  $5  a  pair.  That  would  represent 
an  expenditure  of  $100,000,000  for  shoes  in  a  single  year. 

These  six  markets,  containing  nearly  one -tenth  of  the  TOTAL 
POPULATION  of  the  United  States,  can  be  covered  adequately  and 
economically  by  this  newspaper  sextette. 

A  representative  will  gladly  give  you  the  facts 


EASTERN  OFFICE  WESTERN  OFFICE  NEW  ENGLAND  OFFICE 
9  E.  40th  St.  Hearst  Building  5  Winthrop  Square 

New  York  Chicago  Boston 

R.  E.  BOONE  H.  A.  KOEHLER  S.  B.  CHITTENDEN 


BOSTON  AMERICAN 
CHICAGO  EVENING  AMERICAN 
DETROIT  TIMES 


ROCHESTER  JOURNAL 
SYRACUSE  TELEGRAM 
WISCONSIN  NEWS  (MILWAUKEE) 


32 


Editor  &  Publisher  for  November  7,  1925 


WHATS  WHAT  IN  THE  FEATURE  FIELD 

Col.  Haskell  Writes  About  “The  Land  of  the  Soviets’' — New  Golf 
Feature — Christmas  and  New  Year  Stories — Wide  World 
Opens  Coast  Bureau 


/"■Ol..  WILLIAM  X.  HASKELL. 

L.  S.  A.,  is  author  of  “The  Land  of 
the  Soviets,”  a  series  now  being  offered 
newspapers  by  King  P'eatures  Syndicate, 
Inc.,  New  York. 

Col.  Haskell  had  charge  of  the  dis¬ 
tribution  of  the  $70.000, tKX)  relief  fund 
in  Russia  that  was  raised  by  the  Ameri¬ 
can  people,  and  his  articles  describe  the 
country  as  he  saw  it  during  the  two  years 
lie  was  there. 

The  articles  are  prepared  in  four  in¬ 
stallments  of  about  3,000  words  each. 

tjlenna  Collett,  the  women’s  national 
golf  champion,  has  signed  a  contract  with 
the  McNaught  Syndicate,  Inc.,  New 
York,  for  a  series  of  weekly  golf  articles 
to  appear  beginning  Dec.  1. 

Metropolitan  Newspaper  Service  an¬ 
nounced  the  following  Christmas  and 
New  Year  stories  this  week:  “The  Truce 
of  God,”  by  Mary  Roberts  Rinehart ;  “Mr. 
Holiday,”  by  Gouverneur  Morris;  “The 
Miracle,”  by  Melville  Davisson  Post;  and 
"Happy  New  Year,”  by  Zona  Gale. 

Cosmos  Newspaper  Syndicate,  New 
York,  has  added  a  weekly  half  page  of 
college  humor  to  its  list  of  feature  offer¬ 
ings.  The  new  feature  is  made  possible 


through  an  arrangement  with  the  maga¬ 
zine  College  Humor,  of  which  J.  M. 
l.ansinger  is  publisher. 

A  new  daily  puzzle  feature  was  an¬ 
nounced  this  week  by  the  International 
Syndicate,  Baltimore,  'Md.  The  new  fea¬ 
ture,  it  is  stated,  will  “include  practically 
every  form  of  puzzle,  excepting  cross¬ 
words.” 

World  Wide  Photos  has  established  an 
office  in  San  Francisco,  Cal.,  under  the 
management  of  Victor  Kuhes. 

Bushnell  Dimond  is  now  writing  the 
weekly  Broadway  letter,  distributed  by 
the  Newspaper  Feature  Service,  New 
York.  He  succeeds  Brett  Page  who  is 
convalescing  in  California  after  a  long 
illness. 

.\  vaudeville  version  of  “Gus  and 
Gussie,”  comic  strip  baloons  of  which  are 
written  by  Jack  Lait,  made  its  appearance 
on  the  New  York  stage  this  week. 

(jus  Mager,  newspaper  artist,  origi¬ 
nator  of  the  comic  strip,  “Hawkshaw  the 
Detective,”  is  now  drawing  a  new  daily 
strip  called  “The  Fifty-Fifty  Family”  for 
the  McNaught  Syndicate,  Inc.,  New  York. 


BRITISH  GIFT  CEREMONIES 

Elaborate  Preparations  Made  for  Am¬ 
bassador  Howard  at  Missouri  U. 

Columbia,  Mo.,  Nov.  3 — Special  cere¬ 
monies  including  an  academic  procession, 
a  university  convocation,  and  a  banquet 
have  been  arranged  by  the  University  of 
Missouri  in  honor  of  Sir  Esme  Howard, 
British  ambassador  to  the  United  States, 
who  on  Nov  10  will  present  to  the  School 
of  Journalism  in  behalf  of  the  British 
Fjmpire  Press  Union  a  stone  from  St. 
Paul’s  Cathedral  in  London. 

Acceptance  of  the  stone  in  behalf  of 
the  Missouri  School  of  Journalism  and 
the  press  of  the  United  States  will  be 
made  by  (jeorge  B.  Dealey,  president  of 
the  Dallas  Ncies  and  a  vice-president  of 
the  Ass<jciated  Press. 

I'ollowing  the  presentation,  E.  Lansing 
Ray,  chairman  of  the  Board  of  Curators 
of  the  university,  and  publisher  of  the  St. 
Louis  Globe-Democrat,  will  preside  at  a 
special  afternoon  convocation  in  the  uni¬ 
versity  auditorium. 

The  stone  was  taken  from  St.  Paul’s 
Cathedral,  near  which  William  Caxton 
established  the  first  printing  office  in 
.  England  in  1477.  Other  early  printing 
;  offices  in  this  vicinity  were  those  of 
;  Wynkyn  De  Wold,  Richard  Pynson,  and 
John  Day. 

Sir  Esme  Howard’s  party  will  arrive 

■  in  Columbia  Tuesday  morning,  Nov.  10. 
;  Marshall  (jordon  will  entertain  these  of- 
’  ficial  guests  of  the  university  at  break- 

■  fast.  At  noon  they  will  be  guests  at  a 
.  luncheon  of  the  Round  Table  Club. 


In  the  afternoon.  Dr.  Stratton  D. 
Brooks,  president  of  the  university,  will 
hold  a  reception  for  them  at  his  home. 
In  the  evening  they  will  be  guests  of  the 
university  at  a  banquet  at  the  I  >aniel 
Boone  Tavern.  The  party  will  then  leave 
for  Kansas  City. 


MILWAUKEE  VETERAN  DIES 

Charles  Dean  for  26  Years  Operator 
and  News  Man  for  A.P. 

Charles  Dean,  for  26  years  corre¬ 
spondent  of  the  .Associated  Press  at  Mil¬ 
waukee,  died  Nov.  4  while  preparing  to 
leave  for  his  daily  tasks. 

Mr.  Dean  retired  from  the  Assf)ciated 
Press  two  years  ago  after  32  years  with 
the  organization  a^  a  telegrapher  and  a 
newsman.  He  did  not  retire  from  active 
life,  however,  'becoming  assistant  market 
director  on  the  Milwaukee  Sentinel. 

During  his  years  of  newspaper  service 
Mr.  Dean  had  covered  all  the  imjjortant 
events  in  the  city’s  history.  He  was  62 
years  old  and  was  born  in  Canada.  He 
was  one  of  the  acknowledged  experts  in 
copying  a  news  report  in  long  hand. 


Higher  Cable  Rates  Adopted 

Higher  rates  on  all  telegraph  and  cable 
lines  were  adopted  by  the  International 
Telegraph  Congress  at  its  final  plenar) 
session  in  Paris,  Oct.  24.  The  rates  show 
increases  ranging  from  W  to  30  per  cent 
.America  was  not  officially  represented. 


ANNOUNCEMENT 


To  avoid  promiscuous  reprinting  from 
College  publications,  with  the  attending 
embarrassment  and  belittling  of  our  own 
publication,  we  announce  that  (MigeflyniOr 
has  entered  into  written  contracts  with  the 
publications  here  listed,  granting  to  us  ex¬ 
clusive  reprint  rights.  We  shall  extend  the 
privilege  of  reprint  at  our  discretion,  and  pub¬ 
lishers  desiring  this  right  must  have  our 
written  permission.  This  important  step  has 
been  taken  to  prevent  otherwise  unavoidable 
duplication  of  material  and  to  maintain  the 
prestige  of  college  publications.  This  we  are 
under  obligation  to  protect,  as  well  as  that  of 
G)ll^eHumOr,  for  the  privilege  extended  to  us. 
We  pay  these  college  magazines  for  exclusive 
reprint  rights  and  advertise  in  the  publications 
listed.  _ 

OCTOBER  21,  1925  ^  ^ 


Aftftlevator,  Okla.  Ajtr.  &  Mech.  Col. 
Alleflheny  Alligator*  Allegheny  Col. 
Annapolis  Log,  U.  S.  Naval  Academy 
Beanpot,  Boston  University 
Bison,  BufTalo  University 
Black  &  Blue  Jay,  John  Hopkins  U. 
Bowdoin  Bear  Skin,  Bowdoin  <>ollege 
Brown  Bull,  Kansas  Agr.  CJollege 
Brown  Jug,  Brown  University 
Bucknell  Belle  Hop,  Bucknell  U. 

C.  C.  N.  Y,  Mercury,  <-lty  Col.  of  N. Y. 
Calllornia  Pelican,  University  of  Cal. 
Cannon  Bawl,  Gettysburg  College 
Carolina  Buccaneer,  U.  of  N.  C. 
Centre  C:olonel.  Centre  College 
C.'hlcago  Phoenix,  U.  of  Chicago 
Colgate  Banter,  Colgate  University 
fJolorado  I>odo,  U.  of  (.Colorado 
Columbia  Jester,  fJolumbia  U. 
Cornell  Widow,  Cornell  University 
Dartmouth  Jack  o'Lantern,  l>art« 
mouth  College 

C:ougar's  Paw,  Washington  .StatcCol. 
l>enlson  Flamingo,  l>enlson  U. 
I>e8ert  Wolf.  University  of  Nevada 
l>enver  Parrakeet,  U.  of  Denver 
Drexerd,  Drexel  Institute 
Ga.  Tech.  Yellow  Jacket,  Georgia 
School  of  'Tech. 

Georgia  <]racker,  U.  of  Georgia 
Goblin,  Nat*l  Publication,  (Janada 
Green  Gander,  Iowa  State  U. 

Green  Onion,  Michigan  Agr.  College 
Grlnnell  Malteaser,  <»rlnnell  f^ollege 
Hamilton  Royal  <«aboon.  Ham.  U. 
Hogan's  .Mley,  Miami  University 
Illinois  Siren,  University  of  Illinois 
Iowa  Frivol,  University  of  Iowa 
Kentucky  Satyr,  U.  of  Kentucky 
Lafayette  Lyre.  Lafayette  College 
Lehigh  Burr,  Lehigh  tlollege 
Malniac,  University  of  Maine 
Michigan  Gargoyle,  U.  of  Mich. 


Middlebury  Blue  Baboon,  Middle- 
bury  CJollege 

Minnesota  Ski-U-Mah.  U.  of  Minn. 
Missouri  Outlaw,  U.  of  Missouri 
Mountain  Goat.  U.  of  the  South 
N.  Y.  Medley,  New  York  University 
Nebraska  Awgwan,  U.  of  Nebraska 
Notre  Dame  Juggler.  Notre  Dame  U. 
Ohio  Wesleyan  Mirror,  Ohio  W'es- 
leyan  University 

Oklahoma  Whirlwind.  U.  of  Okla. 
Oregon  Orange  Owl,  Ore.  Agr.  Col. 
Panther,  University  of  Pittsburgh 
Penn.  State  Froth.  Penn.  State  CJol. 
Pennsylvania  Punch  Bowl,  U.  of  Pa. 
Pup.  Rensselaer  Polytechnic  Inst. 
Purple  Pel.  Louisiana  State  U. 
Rammer-Jammer,  U.  of  Alabama 
Red  (Jat,  Western  Reserve  University 
Rice  Owl,  Rice  Institute 
Rutgers  Chanticleer,  Rutgers  Col. 
Sagehen.  Pomona  College 
Scarlet  Saint,  St.  Lawrence  U. 
Scream,  University  of  Mississippi 
Texas  Ranger,  University  of  Texas 
Stevens  Stone  Mill,  Stevens  Tech.  S, 
Shadows.  Creighton  University 

U.  of  Wash.  Columns.  U.  of  Wash. 
I'tah  Humbug,  University  of  Utah 

V.  M.  I.  Sniper,  Virginia  Mil.  Inst. 
Vanderbilt  Masquerader,  Vander 

bilt  I’niversity 

Vassar  Vagabond,  Vassar  C:ollege 
Virginia  Keel.  University  of  Virginia 
W’.  Va.  Moonshine,  U.  of  W'.  Virginia 
Wabash  (Caveman,  Wabash  CUdlege 
Washington  Dirge.  Washington  IK 
West  Point  Pointer,  U.  S.  Military 
.\cademy 

White  Mule.  Colby  University 
Whitman  Blue  Moon.  Whitman  Col. 
Witt,  Wittenberg  College 
Yellow  CJrab,  De  Pauw  University 


PUBLISHER 


COLLEGIATE  WORLD 


PUBUSHING  COMPANY.  PuMisJwrs  of 

Humor 


The  Best  Comedy  in  America  lO^'O  Norh  La  Salle  Street,  Chicaeo 

For  Newspaper  Reproduction  (half  page  released  weekly)  Wire  COSMOS  NEWSPAPER  SYNDICATE,  9  East  37th  St.,  New  York  (jty 


1 

Editor  &  Publisher  for  November  7 ,  19  2  5 

(■ 

33 

ark  Ciw 


What’s  Behind  Your  Intertype? 


[1]  Factories  containing  one 
hundred  fifty  thousand  square 
feet,  devoted  exclusively  to  the 
manufacture  of  Standardized  In' 
tertypes,  parts  and  matrices. 


[8}  Sales  and  deliveries  consist' 
ently  increasing. 


[2]  An  annual  output  of  more 
than  twelve  million  matrices. 


[9]  Satisfied  users  operating 
from  one  to  more  than  one  hum 
dred  machines. 


[3]  A  regular  stock  of  more 
than  thirty  million  matrices. 


[4]  A  large  stock  of  supply 
parts  to  adequately  meet  the  de' 
mands  of  all  customers. 


[10]  Permanently  established 
offices  in  New  York,  Brooklyn, 
Chicago,  San  Francisco,  Memphis, 
Boston,  Los  Angeles,  Toronto, 
London  and  in  every  civilized 
country  of  the  world. 


[5]  Average  profits  during  the 
past  few  years  of  nearly  one  mil' 
lion  dollars  annually. 


[6]  More  than  one  million  doh 
lars  cash  in  bank. 


[11]  More  than  twenty'five 
per  cent  of  Intertype  first  pre' 
ferred  stock  is  owned  by  loyal 
Intertype  employees. 


[7]  Approximately  four  mil' 
lion  dollars  in  customers’  notes 
covered  by  mortgages  and  in  ac' 
counts  receivable. 


[12]  A  well'trained  organiza' 
tion  working  together  with  a  def' 
inite  policy  of  protecting  slug 
casting  machine  users  against  ma' 
chine  obsolescence. 


These  are  only  12  reasons  why  you  should  investigate  the 
Standardized  Intertype.  Asl^  us  to  tell  you  about  the  others. 


T  E  R  T  Y  P 


Executive  Office*.  1440  Broadway  at  40th  Street,  New  York 

NEV^'YCRK  f'.HICAGO  MEMPHIS  SAN  FRANCISCO  BOSTON  L(’»S  ANGELES 


NO  STANDARDIZED  INTERTTPE  HAS  EVER  BECOME  OBSOLETE 


i 


J  I 


34 


Editor  &  Publisher  for  November  7,  1925 


WITH  THE  GENERAL  ADVERTISERS 

Cadillac  Motor  Company  Increases  Sales  with  Newspaper 
Advertising — Lucky  Strike’s  Investment  $2,500,000 
— Cilley  Resigns  as  Wanamaker  Ad  Chief 


CALES  increases  which  followed  adop-  systems,  has  purchased  control  of  the 
tion  of  wider  use  of  newspaper  space  Library  Bureau,  Inc.  The  new  con- 
by  the  Cadillac  Motor  Company,  Detroit,  solidation  will  be  the  largest  manufac- 
Mich.,  are  told  in  detail  by  VV.  W.  Lewis,  turers  in  the  world  of  filing  systems  and 
advertising  manager,  in  a  letter  to  the  business  records,  it  is  said.  Recently  Mr. 
Bureau  of  Advertising  of  the  American  Rand  obtained  control  of  the  Visible  In- 
Newspaper  Publishers  Association,  made  dex  Comjwny,  of  New  Haven,  and  the 


public  this  week.  good  will,  merchandise,  stock  and  trade- 

The  letter  follows  in  part :  marks  of  the  Add  Index,  a  subsidiary  of 

‘Since  we  have  assumed  the  entire  the  American  Can  Company. 

responsibility  for  Cadillac  newspaper  ad-  - 

vertising,  we  have  had  for  the  first  time  A.  H.  Berwald  has  resigned  as  man- 
uniform  coverage  and  it  has  been  pos-  ager  of  advertising  and  sales  promotion 
sible  to  take  full  advantage  of  the  flex-  of  the  E.  1.  du  Pont  de  Nemours  &  Co., 
ibility  of  the  newspapers  on  more  than  Inc.,  Fabrikoid  division,  to  undertake 
one  occasion.  similar  work  for  the  Eagle  Pencil  Com- 

“Since  its  introduction  the  newspapers  pany  of  New  York.  Mr.  Berwald  went 
throughout  the  country  have  carried  the  to  the  du  Pont  Company  in  1916,  and 

Cadillac  story  and  this  very  insistent  de-  during  the  ten  years  has  worked  on  a 

mand  continues.  large  number  of  du  Pont  products,  in- 

“Sales  for  the  first  month  of  the  new  eluding  Pyralin  toiletware,  the  advertis- 
car  were  87  per  cent  greater  than  sales  ing  of  which  was  under  his  direction  for 
of  the  previous  model  during  the  same  two  years.  For  the  last  eight  years  the 

month.  advertising  and  sales  promotion  of  the 

“Sales  for  the  second  month  were  Fabrikoid  division  has  been  handled  by 
68  per  cent  greater  than  sales  of  the  Mr.  Berwald. 

previous  model  for  the  same  month.  - 

“Sales  for  the  first  month  of  the  new  The  Cleveland  Metal  Products  Corn- 


advertising  and  sales  promotion  of  the 
Fabrikoid  division  has  been  handled  by 


“Sales  for  the  first  month  of  the  new  The  Cleveland  Metal  Products  Corn- 
car  were  52  per  cent  greater  than  the  pany  has  changed  its  name  to  the  Per- 
best  month  of  1924  and  29  per  cent  fection  Stove  Company,  in  order  to  tie 
greater  than  the  best  previous  month  in  up  more  directly  with  its  product,  the 


1925.  Perfection  Stove. 

“We  are  very  much  over  sold  on  all  - 

body  styles  and  from  present  indications  A  local  chapter  of  the  Association  of 
this  condition  will  exist  at  least  until  the  National  .Advertisers  has  been  formed  in 
first  of  the  year.  Rochester,  N.  Y.,  with  L.  H.  Bartlett,  of 


first  of  the  year.  Rochester,  N.  Y.,  with  L.  H.  Bartlett,  of 

“I  am  sure  that  our  newspaper  adver-  the  Eastman  Kodak  Company,  chairman, 
tising  has  played  an  important  part  in  an-  - - 


nouncing  the  new  car. 


Louis  Bruch  has  been  appointed  as- 


Thomas  to  a  large  list  of  newspapers, 
make  the  campaign  extend  the  18  months 


Permanent  roads  are  a  good 
investment — not  an  expense 


I 


“It  seems  to  me  that  this  is  a  job  sistant  advertising  manager  of  the  Amer- 
done  best  by  the  newspapers  even  though  ican  Radiator  Company,  succeeding 
we  are  continuing  a  heavy  schedule  in  Brewster  S.  Beach. 

the  magazines  and  our  distributors  and  - - 

dealers  are  making  some  use  of  bulletin  Louis  Blumenstock  has  resigned  as 
boards  as  well  as  an  extensive  use  of  director  of  advertising  of  the  Kaufmann’s 
direct  advertising.”  Department  Stores,  Inc.,  Pittsburgh,  Pa., 

_  and  will  join  the  Hartman  Corporation 

Further  details  of  the  special  cam-  Chicago,  on  1,  as  director  of  ad- 
paign  for  Lucky  Strike  cigarettes  being  vertising  of  all  the  Hartman  stores, 
conducted  by  Lord  &  Thomas  for  the 

.American  Tobacco  Company,  were  V.  Vivaudou,  Inc.,  reported  for  the 
learned  this  week.  Start  of  the  drive  quarter  ended  Sept.  30.  net  profits  of 


was  announceed  last  week  in  this  depart-  $79,585,  after  depreciation  and  all 
tuent.  charges,  compared  with  a  net  loss  of 

The  Lucky  Strike  advertising  will  go  $41,866  in  the  third  quarter  of  1924. 

in  virtually  every  daily  newspaper  in  the  - 

country  and  will  run  for  18  months.  The  For  the  quarter  ended  Sept.  30 
investment  is  approximately  $2,500,000.  General  Cig^r  Company  reported 


For  the  quarter  ended  Sept.  30,  the 
General  Cigar  Company  reported  net 


Some  weeks  ago,  orders  for  Lucky  income  after  charges  and  Federal  taxes 
Strike  copy  went  out  through  Lord  &  of  $668,317. 


Newspaper  space  was  used  in  Chicago 


instep  of  the  two  months  originally  m-  ^eek  to  promote  the  leather  show 

tended.  held  under  the  auspices  of  the  American 

- Leather  Producers,  Inc.,  Nov.  2-7.  If 

H.  Gordon  Cilley,  for  16  years  adver-  results  are  as  expected,  similar  shows 
tising  manager  of  the  John  Wanamaker  and  similar  advertising  will  probably  be 
store  in  Philadelphia,  announced  his  arranged  in  other  cities. 

resignation  Nov.  2.  He  declared  he  was  - 

not  in  a  position  to  make  any  definite  Peter  P.  Carney,  for  six  years  in 
statement  regarding  his  future  plans,  charge  of  the  publicity  department  of 
Capt.  William  M.  Dryden,  assistant  ad-  the  Winchester  Repeating  Arms  Com- 
vertising  manager,  is  temporarily  in  pany,  and  for  two  years  in  charge  of 
charge.  sales  promotion,  retires  from  that  firm 

Mr.  Cilley  served  an  apprenticeship  in  at  the  end  of  this  year.  Mr.  Carney 
news  and  publicity  work  with  the  has  made  no  announcement  of  his  future 
Charlotte  (N.  C.)  Observer,  where  he  plans. 

was  employed  as  printer  and  later  tele-  - 

graph  editor.  In  addition  to  newspaper  A.  C.  Stearns,  Jr.,  has  been  made  ad- 
work,  he  studied  law,  but  before  he  vertising  manager  of  the  Federal  Radio 
started  practice  he  enlisted  for  the  Span-  Corporation  of  the  Federal  Telephone 
ish-.American  war.  and  Telegraph  Company,  Buffalo,  N.  Y. 

At  the  end  of  the  war  Mr.  Cilley  came  _ 

to  Philadelphia  and  became  assistant  d  .  xt  j  xt  ->  l 

news  editor  on  the  Philadelphia  Record.  Fugarde  on  Nov  2,  became 

He  held  that  position  from  1899  until  S'  S  ° 

1909,  when  he  resigned  to  accept  the  Paint  Manufacturing  Company. 

’  r  Iroy,  N.  Y.  Prior  to  this  new  connec- 


management  of  the  advertising  depart-  .  ,  *  .i  • 

ment  for  the  Wanamaker  store.  During  as^stant  advertising  manager 

the  late  war  he  was  appointed  a  major  New  York, 

in  the  army  reserve  corps  but  was  not 

called  for  active  duty.  Julius  Kayser  &  Company,  and  affili- 

ated  companies,  New  A'ork,  manufac¬ 
turers  and  distributors  of  silk  gloves, 
James  H.  Rand,  Jr.,  president  of  the  hosiery,  etc..  rep<irt  a  net  income,  after 
Rand-Kardex  Company,  Inc.,  of  Tona-  charges,  of  $1,174,642  for  the  fiscal  year 
wanda,  N.  Y.,  manufacturers  of  filing  ended  .August  31. 


One  Horse  Town, 
Good-Bye! 


Any  communit;?  wKose  streets  are 
not  durably  paved  is  going  to  be  known 
as  a  “one  borse  town.” 

When  4iat  time  arrives,  Prosperi^ 
says, “Good-bye,  old  friend, Good-bye!” 

People  start  moving  away.  Bank 
deposits  fall  off.  Business  in  general 
begins  to  take  a  slump,  and  {be  place  is 
no  longer  “on  4ie  map.” 

Contrast  all  4iis  wi4i  die  ci^  diat  is 
well  paved. 

It  steadily  forges  ahead  over  its  bard, 
even  streets.  Automobiles,  busses  and 
delivery  trucks,  operate  efficiently  and 
economically,  regardless  of  season  or 
wearier. 

Business  is  good,  and  keeps  getting 
better.  Modern,  fire-safe  buildings 
spring  up.  New  industries  are  attracted 
to  town.  Plants  and  factories  are  work¬ 
ing  full  time.  Trade  at  <be  stores  is 
brisk,  and  everybody’s  busy. 

In  short,  permanently  paved  streets 
and  roads  are  one  of  fbe  very  best 
investments  any  community  can  make. 
You  can  enjo})  fbe  tonic  effect  of  well 
paved  streets  by  helping  your  local 
authorities  to  find  waj)s  and  means  to 
build  more  of  4iem. 

Send  today)  for  our  free  illustrated  booklet — 
“Concrete  Streets  for  Your  T orvn” 

PORTLAND  CEMENT  ASSOCIATION 

111  W.  Washington  St. 

CHICAGO 

A  National  Organization  to  Improve  and 
Extend  the  Uses  of  Concrete 

OFFICES  IN  30  CITIES 


Editor  &  Publisher  for  November  7,  1925 


35 


POWERS  PERFECTION  COOLER 

Every  Newspaper  Photo  Engraving  Plant  should  have  at  least  one 


The  Powers  Perfection  Cooler  requires  no  water 
connection  of  any  kind. 

It  can  be  moved  at  will  by  simply  picking  it  up  and 
placing  it  where  it  is  toanted. 

It  has  no  mechanical  parts  to  get  out  of  order. 

It  applies  cold  water  evenly  and  simultaneously  to 
all  parts  of  the  plate— ON  THE  BACK  OF  THE 
PLATE  only. 

It  cools  the  plate  instantaneously  to  the  exact  tenv- 
perature  required  and  saves  wiping,  mopping  and 
reheating. « 

The  price  of  the  Powers  Perfection  Cooler 
is  $350 


The  Powers  Perfection  Cooler  met  with  the  instantaneous  approval  of  both  the  workers  and  the  owners 
wherever  it  was  installed  and  tried.  The  men  in  the  shops  like  it  because  it  helps  them  in  their  work. 
They  save  time  and  effort,  turn  out  more  work  and  better  work,  and  do  it  with  very  little  physical 
labor.  It  is  a  clean,  workmanlike  way  of  doing  what  is  otherwise  a  messy,  sloppy  task. 

Proprietors  like  it  because  it  saves  gas,  water,  time  and  makeovers.  These  savings  mean  money  and 
profits  and  that  is  what  we  all  want.  To  satisfy  yourself,  go  into  your  etching  rooms  and  see  what 
happens  when  the  etcher  tries  to  cool  a  large  plate  by  dragging  it  over  a  roller  wrapped  in  old  towels 
and  rags  or  a  piece  of  burlap.  Watch  the  plate  buckle  and  then  see  him  try  to  straighten  it  out.  You 
know  what  that  means  in  color  work. 

The  use  of  the  Powers  Perfection  Cooler  does  away  with  buckled  and  twisted  plates,  the  splashing  of 
water  on  the  face  of  the  plate  and  the  constant  work  and  worry  connected  with  etching.  A  zinc  etch¬ 
ing  is  heated  from  13  to  16  times  by  the  etcher.  That  tells  the  story. 


ASK  ANY  USER 


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Denver  Post 

Des  Moines  Register  &  Tribune 
Florida  Times  Union 
Kansas  City  Star 
Milwaukee  Journal 
N.  Y.  American 
N.  Y.  Evening  Sun 
N.  Y.  Morning  Telegraph 


N.  Y.  Daily  News 
N.  Y.  Times 
N.  Y.  World 
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Rochester  Herald 
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Washington  Times 
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Immediate  delivery  guaranteed 


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205  West  39th  Street 
New  York  City 


VETERAN  BALTIMORE 
PUBUSHER  DIES 


(Obituary 


General  Felix  Agnus,  After  Brilliant 
Civil  War  Record,  Published  Ameri¬ 
can  for  Nearly  Half  Century 
— Sold  to  Munsey 


General  Felix  Agnus,  publisher  of  the 
Baltimore  American  for  almost  half  a 
century,  died  on  Oct.  31  after  an  illness 
of  about  8  months.  For  several  weeks  he 
was  unable  to  leave  his  bed.  Infirmities 
of  age  caused  his  death.  He  was  86  years 
old,  having  been  born  in  Lyons,  France, 
May  5,  1839.  He  died  in  his  apartment 
at  1836  Eutaw  place. 

Educated  at  Jolie  St.  Clair,  near  Paris, 
General  Agnus  left  home  when  he  was  a 
boy  of  13  and  made  a  trip  around  the 
world  in  a  sailing  ship.  Before  he  was 
20  years  old  he  fought  in  the  French 
armies  and  later  fought  in  Italy  under 
Garibaldi. 

Coming  to  this  country  about  1860,  he 
planned  to  become  a  chaser  and  sculptor 
for  Tiffany’s,  New  York.  But  when  the 
Civil  War  began  he  enlisted  in  Duryea’s 
Zouaves,  in  New  York,  and  went  out 
to  fight  for  the  preservation  of  the  Union. 

He  had  many  adventures  during  the 
war,  and  saw  much  active  service,  es¬ 
pecially  in  the  Virginia  campaigns. 

He  was  seriously  wounded  in  battle 
and  sent  to  Baltimore  to  recover. 

During  his  convalescence  he  met  and 
became  engaged  to  Miss  Annie  E.  Fulton, 
daughter  of  one  of  the  publishers  ot  the 
Baltimore  American.  They  were  mar¬ 
ried  shortly  before  the  close  of  the  war. 

Before  being  discharged  from  the  army, 
-Vgnus  reached  the  rank  of  major  and  was 
brevetted  lieutenant-colonel,  colonel  and 
brigadier  general  in  one  day. 

After  the  war  he  returned  to  Baltimore 
and  for  a  time  was  an  assessor  attached 
to  the  staff  of  the  Baltimore  Custom 
House,  l^ter  he  was  employed  by  the 
American.  When  Charles  Carroll  Fulton 
died  Agnus  was  made  trustee  of  his  will 
and  thus  became  the  publisher  of  the 
American.  He  continued  in  this  position 
until  Frank  A.  Munsey  in  1920,  bought  it 
and  the  Baltimore  Star,  an  evening  edition 
of  the  American  which  Agnus  had  estab¬ 
lished.  The  Star  was  discontinued.  Lat¬ 
er  William  Randolph  Hearst  acquired  the 
American  and  the  News  from  Mr.  Mun¬ 
sey. 

As  the  publisher  of  the  Republican 
newspaper  in  a  state  which  is  normally 
Democratic,  General  Agnus  was  in  the 
national  councils  of  the  Republican  party. 


IVEIL  MacKinnon,  office  manager 
of  the  Wood-Flong  Corporation, 
New  York,  died  Nov.  3.  He  had  been 
connected  with  the  firm  two  and  one-half 
years  and  before  that  was  on  the  New 
York  Evening  Post  staff. 

G.  Bernard  West,  77,  former  editor 
of  the  Washington  Times  and  the  Wash¬ 
ington  Post,  died  in  Los  Angeles,  Nov.  2. 
h'or  the  last  13  years  Mr.  West  was 
editorial  writer  for  the  Los  Angeles  Ex¬ 
aminer. 


Father  of  George  Fitch  Dead 


E.  E.  Fitch,  former  publisher  of  the 
Galva  (Ill.)  News  and  father  of  the  late 
(jeorge  Fitch,  died  Oct.  28,  in  Eugene, 
Ore.,  where  he  had  made  his  home  in 
recent  years.  Mr.  Fitch  was  nearly  eighty 
years  old,  a  veteran  of  the  Civil  War, 
which  he  entered  as  a  drummer.  He 
served  as  superintendent  of  Galva  schools 
from  1875  to  1884  when  he  bought  the 
News,  which  he  published  nearly  30  years. 
It  was  in  the  News  that  George  Fitch 
got  his  first  training. 


Paul  Gyllstrom,  49,  formerly  of_  the 
San  Diego  Union  staff,  died  Oct.  25,  at 
San  Bernardino. 

George  L.  Kehew,  77,  an  employe  of 
the  Boston  Herald  for  more  than  50  years 
and  said  to  be  the  oldest  active  newspaper 
mailer  in  the  United  States,  died  Oct. 
24,  at  the  Somerville,  Mass.,  hospital  from 
injuries  received  when  he  was  struck 
by  a  motor  car  on  Oct.  13. 

Joseph  W.  Mili.er,  87,  formerly  edi¬ 
torial  writer  on  the  St.  J.ouis  Globe- 
Democrat,  died  recently. 

Mrs.  Isabelle  Henderson,  72,  widow 
of  Howard  E.  Henderson,  for  many 
years  managing  editor  and  one  of  the 
owners  of  the  Kokomo  (Ind.)  Dispatch, 
died  recently  in  Indianapolis. 

Ray.mond  J.  Gibbons,  25,  sports  writer 
on  the  Cleveland  News,  is  dead  after  a 
two  months’  illness. 

George  Shtriey,  55,  who  perfected  a 
machine,  which  attached  to  fast  presses, 
helped  eliminate  static  electricity,  died  at 
his  home  in  Denver.  He  was  a  printer 
on  Missouri,  Kansas  and  Colorado  news¬ 
papers  for  many  years. 

Kimber  C.  Smic'k,  72,  editor  of  the 
IVamego  (Kan.)  Reporter,  died  at  his 
home  suddenly  following  an  attack  of 
heart  disease.  He  had  owned  and  edi¬ 
ted  the  Reporter  for  29  years. 

■Sam  a.  Motz,  53,  owner  of  the 
Emmett  (Idaho)  Examiner  for  14  years, 
died  in  Boise,  Oct.  23,  following  an  opera¬ 
tion. 

Mrs.  Minta  Harrison,  81,  mother  of 
John  H.  Harrison,  editor  and  publisher  of 
the  Danville  (Ill.)  Commercicil-News, 
died  Oct.  24  at  her  home  in  Danville  after 
a  brief  illness.  Her  husband,  the  late 
Dr.  Thomas  H.  Harrison,  was  publisher 
of  the  Lebanon  (Ind.)  Pioneer  and  later 
the  Michigan  City  (Ind.)  Dispatch. 

Darius  Stacy  Logan,  71,  for  21  years 
foreman  on  the  Leazrnworth  (Kan.) 
Standard  and  later  connected  with  papers 
in  Prescott,  .\riz.,  died  recently  in  San 
Diego,  C!al. 

David  E.  Swaijis,  83,  lifelong  printer, 
employed  on  the  Jacksonville  (Ill.)  Daily 
Journal  when  it  was  established  and  a 
resident  of  Jacksonville  since,  died  Oct. 
23  at  his  home. 

Mrs.  Ella  Th.vtcher,  publisher  of  the 
.Ufa  (la.)  Adi’crtiscr,  and  associated 
with  her  late  husband  in  the  business, 
died  last  week  in  Storm  Lake,  la.,  where 
she  had  lived  the  last  few  years. 

Edwin  Routi.edge,  57,  eilitor  and 
publisher  of  the  San  Antonio  Daily  Com¬ 
mercial  Record,  died  Tuesday. 


George  Adams  Pott 


Former  Washington  Writer  Dies 


George  Adams  Post,  71,  president  of  the 
Standard  Coupler  Company,  who  died 
Oct.  31,  was  a  former  newspaper  man. 
He  was  editor  of  the  Montrose  (Pa.) 
Democrat,  and  later  was  on  the  editorial 
staff  of  the  Neav  York  World.  He  gained 
distinction  as  organizer  and  later  president 
of  the  Railway  Business  Association. 


N.  Y.  Times  Man  Dies 


Rudolph  Weinacht,  42,  assistant  auditor 
of  the  Neio  York  Times,  died  in  New 
York,  Nov.  1.  He  had  been  con¬ 
nected  with  the  Times  eleven  years.  Pre¬ 
viously  he  had  been  in  charge  of 
the  cost  accounting  department  of  Collier's 
Weekly. 


L.  White  Busbey,  73.  veteran  Wash¬ 
ington  correspondent,  vice-chairman  of 
the  Republican  National  Committee  in 
charge  of  publicity  during  1924,  died  at 
his  home  in  Washington,  D.  C.,  Oct.  30. 
He  was  for  many  years  the  correspondent 
of  the  Chicago  Inter-Ocean.  In  1903  he 
became  private  .secretary  to  “Uncle”  Joe 
Cannon,  serving  in  that  capacity  until 
Cannon’s  retirement  in  1923.  He  was 
considered  an  authoritv  on  the  tariff. 


Milwaukee  Editor  Dead 


Henry  Towell,  69^  editor  and  publisher 
of  the  Milwaukee  Times,  died  at  his  home 
Nov.  2. 


Radio  Set  Used  on  Murder  Story 

To  cover  a  murder  story,  80  miles 
away,  with  no  telephone  or  telegraph 
communicati«in  available,  the  Eureka 
(Cal.)  Humboldt  Standard  used  wireless 
in  enterprising  fashion  on  Oct.  21.  A 
wireless  set  with  two  skilled  operators  in 
charge  was  rushed  to  the  murder  scene. 
Within  an  hour  after  the  set  was  on  the 
ground  an  aerial  had  been  raised  and 
communication  established. 


DWiyPMRSFROMOlHtllflnES 

Hotalings  News  Stand 


Broadway  AND  45 RD  St. 

North  End  The  Times  Building- 


''C?  Get  Your  Readers  to  built] 

.  their  own  cook  books  in  a  card 
index  box  out  of  the  columns 
your 

"■•'X  A  card  index  box  with  the 
•-L, "  y  name  of  your  paper  on  it  and  a 

^  >  card  index  recipe  on  your 

woman’s  page.  Think  that  over. 
Now  being  used  by  50  leading 
newspapers  of  America.  Write 
us  for  terms  and  particulars  of 
our  plan. 

THE  U.  P.  C.  NEWS  SERVICE,  Inc. 

243  West  39th  Street,  New  York 


Amerii 


FLEXIDEAL 


THE  IMPORTED  DRY  MAT 

OF  SUPERIOR  QUALITY 

Write  for  Free  Sample* 


15  WILLIAM  STREET 


NEW  YORK  CITY 


^FOR  PROMPT  SERVICE.^ 


TYPE 


BORDERS  -  ORNAMENTS  -  BRASS  RULE 

^rinters^  Supplies 

KELLY  PRESSES'KLYMAX  FEEDERS ' PAPER  CUTTERS 
rtAMILTON  WOOD  AND  STEEL  EQUIPMENT,  INCLUDING  OUR 
AMERICAN  CUT-COST  EQUIPMENT 

Carritd  in  sfei  for  promft  shipment  at  the  foBmiinr,  SeBinp  Houses  of  she.j 

<Ly4merkan  Type  Founders  Qmpany 

BOSTON  RICHMOND  DETROIT  MINNEAPOLIS  SAN  FRANCISCO 

NEW  YORK  ATLANTA  CHICAGO  KANSAS  CITY  PORTLAND 

PHILADELPHIA  BUFFALO  CINCINNATI  DES  MOINES  SPOKANE 

BALTIMORE  PITTSBURGH  ST.  LOUIS  DENVER  WINNIPEG 

f  CLEVELAND  MILWAUKEE  LOS  ANGELES 


“Perhaps  the  most  cosmopolitan  spot  in  New  York  City  is  Forty-third  Street  and 
Broadway  .  .  .  Here  is  a  mammoth  news  stand  which  sells  newspapers  from  every 
city  in  the  world.  .  .  Every  town  has  similar  stands,  but  none  as  huge  as  this, 
and  none  as  varied  and  as  picturesque  in  its  patronage.” 

— Bootent  Traneeript.  Oct.  29,  1921 

HOTALING’S  NEWS  AGENCY,  308  WEST  40th  STREET,  NEW  YORK 


Editor  &  Publisher  for  November  7,  1925 


37 


PROFESSOR  NEWSPAPER 

*  ^jqiHE  newspaper  touches  varied  fields  of  knowledge,  and,  if  the  reader 
1  really  seeks  to  understand  things  to  which  daily  dispatches  point,  he  will 
p  educate  himself.” — Glenn  Frank,  President  of  the  University  of  Wisconsin. 

*  *  * 

I  NEWSPAPER  INTEGRATES  COMMUNITY 

!■  tEWSPAPERS — the  soul  of  the  city.  A  town  without  them  is  only  a 

1  IN  place  of  brick  and  stone.” — Walter  P.  Burn,  Pacific  Coast  Manager, 
/American  Newspaper  Publishers’  Association. 


“A  MAN  IN  PRINT” 

4*'T'HE  newspaper  is  built  around  its  soul,  not  its  pocketbook,  even  in  this 
^  clamorous,  commercial  age.  The  newspaper  is  a  man  in  print.  The 
newspaper  of  today  is  as  great  as  that  of  yesterday  and  that  of  tomorrow  will 
be  greater  as  it  is  more  responsive  to  the  soul  of  man.” — Dean  Walter  Williams, 
University  of  Missouri. 


TWO  LISTS  OF  NEWSPAPERS 

f'  ss^NE  national  advertiser  has  two  lists  of  newspapers,  which  he  patronizes; 

one  list  of  those  who  will  run  free  advertising,  to  which  he  sends  no 
paid  matter;  and  one  list  which  will  not  run  free  advertising,  to  which  he  sends 
only  paid  matter.  He  must  patronize  both  to  get  coverage  of  the  country.” — 
Wil  V.  Tufford,  Secretary,  Inland  Daily  Press  Association. 


ADVERTISING  A  STIMULANT 


u  TUST  as  strong,  vigorous  circulation  of  the  blood  is  stimulated  by  good 
food  and  exercise,  so  is  a  healthy  circulation  of  the  things  people  enjoy, 
stimulated  by  the  desires  and  confidence  created  in  their  minds  by  advertising.” 
— Knox  Armstrong,  E.  M.  Kahn  &  Co.,  Dallas. 

»  »  * 

NEWSPAPER  AND  TAXES 

INQUESTIONABLY,  there  is  no  agency  existing  which  can  exert  so 
powerful  an  influence  for  the  reduction  of  the  costs  of  government  as 
I  ,  a  newspaper.  A  newspaper  that  consistently  and  intelligently  calls  to  the  atten- 

I  Jtion  of  its  readers  the  mounting  costs  of  local  government  occasioned  by  demands. 

I I  which  while  seemingly  needed  are  not  really  for  the  benefit  of  all  concerned, 
’will  do  much  to  relieve  the  burden  of  taxes.” — Harry  F.  Long,  Massachusetts 
'Tax  Commissioner: 

RADIO  FOR  GOOD  WILL  ONLY 

i^THE  testimony  of  advertising  concerns  that  are  spending  money  consistently 
^  in  radio  broadcasting  is  to  the  effect  that  they  are  pleased  with  the  good 
'will  value  of  the  broadcasting  but  they  find  it  just  as  necessary  to  maintain  their 
'reader  auclience  and  in  many  cases  to  increase  it.  In  my  opinion  radio  broad- 
asting  for  toll  should  result  in  automatically  increasing  newspaper  and  periodical 
advertising.” — Frank  A.  Arnold,  Frank  Seaman,  Inc.,  New  York. 


TREMENDOUS  POSSIBILITIES 

l“T'  HE  possibility  of  increased  business  to  savings  banks  which  know  how  to 
I  advertise  effectively  the  human  elements  in  their  story  is  tremendous. 
jHowever,  too  many  of  them  know  little  about  advertising  and  much  of  the 
I  otal  expenditure  is  wasted.  No  advertising  is  good  unless  it  is  productive  and 
avings  bank  advertising  cannot  possibly  be  so  when  the  message  consists  of 
'^arcely  more  than  a  name,  address  and  a  statement  of  business.  It  emphasizes 
tne  fact  that  the  bank  is  neither  progressive  nor  aggressive;  that  if  it  has  a  mes- 
ge  it  does  not  know  how  to  deliver  it.” — Hugh  A.  O’Donnell.  Assistant  Busi- 
new  Manager,  Neiv  York  Times,  before  Financial  Advertisers’  Association. 


Jackson  Semi-Weekly  Started 

Jackson  (Mich.)  Tribune,  a.  twice- 
-week  newspaper,  has  been  launched  by 
lormer  employees  of  the  defunct  Jackson 
I'orning  A'eu’S.  The  first  issues  con- 
of  8  pages  and  the  paper  is  given 
distribution  in  the  city.  The 
T is  published  by  the  Jackson 
frfejne  Publishing  Company,  capitalized 
pt  ?2S,000,  according  to  articles  filed  with 
*«ci'etary  of  state.  A  total  of  $10,500 
^“^cd  as  having  been  subscribed  and 
P-ooO  paid  in.  The  officers  of  the  com- 
are :  President,  John  H.  Allen ;  vice- 
^viidcnt,  Albert  J.  Horton;  secretary- 
,.>asurt  r,  Zora  J.  French. 


Prints  68  Pages,  Regular  Edition 

The  Baltimore  Evening  Sun  on  Friday 
30,  published  the  largest  regular 
^cek-day  papers  in  its  history,  68  pages 
“irryuiy  412  columns  of  advertising, 
nc  advertker  took  four  pages. 


Cljrcmirle 

P.W  ING  circulation 
determines  the  logi¬ 
cal  choice  of  an  adver¬ 
tising  medium.  In  San 
I' rancisco  and  North¬ 
ern  California  it  i$  a 
recognized  '  faet  that 
The  (chronicle  follow¬ 
ing  has  the  buying 
power. 


I  rciicc  ( 'romc r  (Jo. 

►l.i  n  A%* 


Business  is  Stimulated  in 

Illinois 

By 


Favorable  Crop  Report 


All  lines  of  merchandising  and 
industry  are  showing  increased 
activity  now  that  the  crops  are  out 
of  danger  and  all  of  them,  excepting 
corn,  gathered  and  stored.  Corn 
husking  is  in  active  swing.  Prices 
for  all  farm  products  continue 
steady  at  satisfactory  levels,  which 
means  the  farmers  will  have  money 
to  spend. 

Merchants  are  stocking  up  freely  on 
this  prospect.  Business  will  come 
with  a  rush  after  the  corn  is  mar¬ 
keted. 

Retail  store  trade  continues  well 
ahead  of  last  year. 

There  are  more  customers  in  the 
market  than  a  year  ago,  larger  road 
sales,  and  a  greater  current  distri¬ 
bution  of  wholesale  dry  goods. 
There  is  a  better  distribution  of 
merchandise,  no  surplus  of  stocks 
and  a  good  healthy  trade  situation. 

Illinois  newspapers  will  cooperate 
with  you  in  merchandising  this 
market. 

-|[USE  THIS  LIST  OF  NEWSPAPERs|- 


•Aiirora  Beacon-News  . 1E(  18,07.5 

t+Chicago  Herald  &  Examiner - (M)  319.209 

tfChicago  Herald  &  Examiner  ....(S)  1,050,373 

(Jhicago  Daily  Journal  . (E>  123,293 

•Evanston  News  Index  . (E)  6,608 

•Freeport  Journal-Stan<lard  . (E)  9,053 

•Joliet  Herald  News  . (Et  18,921 

•La  Salle  Tribune  . IE*  3,629 

•Mattoon  Journal  Gazette  . (E(  5,170 

•Moline  Dispatch  . (E)  11,193 

•Monmouth  Daily  Review  Allas.... (E)  .5,162 

•Ottawa  Republican  Times  . (E)  5,120 

•Peoria  Star  . (S)  23,021.. (E)  30,269 

tRock  Island  Argus  . (E)  11,218 


•A.  B.  C.  Statement,  September  30,  1925 
+Government  Statement,  March  31,  1925 
ttGovernment  Statement,  September  30,  1925 


.06 

.06 

.55 

.55 

1.10 

1.10 

.26 

.24 

.04 

.04 

.015 

.045 

.06 

.06 

.025 

.025 

.03 

.03 

.045 

.045 

.035 

.035 

.03 

.03 

.075 

.06 

.045 

.045 

38 


Editor  &  Publisher  for  November  7,  1925 


CONFERENCE  TO  FIGHT 
WASTE  IN  BUSINESS 


NEW  YORK  HONORS  FOUNDER 
OF  ITS  FIRST  PAPER 


Two  Hundred  Manufacturers,  Mer¬ 
chants  and  Editors  to  Consider 
Waste  at  Washington, 

Dec.  15-16 


(Continued  from  page  7) 


A  concerted  attack  by  business  men 
upon  waste  in  business  will  be  opened  at 
a  general  meeting  of  the  National  Distri¬ 
bution  Conference  to  be  held  in  Wash¬ 
ington,  Dec.  15  and  16,  under  the  aus¬ 
pices  of  the  Chamber  of  Commerce  of 
the  United  States. 

More  than  200  manufacturers,  whole¬ 
sale  and  retail  merchants,  economists,  ed¬ 
itors,  advertising  e.xperts  and  representa¬ 
tives  of  trade  associations  and  organiza¬ 
tions,  will  weight  the  methods  by  which 
transactions  aggregating  upward  of  $50,- 
0(X),000,000  annually  in  the  Unitetl  States, 
as  variously  estimated,  are  carried  on. 
They  will  attempt  to  p<)int  out  the  prac¬ 
tices  which  are  unethical  and  econom¬ 
ically  unsound,  constituting  major  sources 
of  waste,  and  outline  methods  by  which 
they  may  be  eliminated. 

Problems  arising  in  the  field  of  mer¬ 
chandise  distribution,  extending  from  the 
corner  grocery  to  the  large  dei«rtment 
store  and  manufacturing  corporation,  will 
be  brought  into  relief  in  a  series  of  sur¬ 
veys  now  approaching  completion.  Thpe 
include  the  gathering  and  dissemination 
of  statistical  information  looking  to  the 
stabilization  of  business,  legislative  and 
administrative  questions  involved  in  the 
governmental  regulation  of  business,  con¬ 
ditions  under  which  business  is  now  car¬ 
ried  on  and  the  costs  of  conducting  vari¬ 
ous  kinds  of  business. 

The  six  surveys,  each  covering  an  im- 
pr)rtant  asjKCt  of  distribution,  have  been 
undertaken  by  si.x  special  committees  of 
representative  character.  The  subjects 
with  which  they  deal  and  their  chairmen 
are; — “Collection  of  Business  Figures,” 
Owen  D.  Young;  “Trade  Relations,”  A. 
Lincoln  Filene,  Boston;  “Market  An¬ 
alysis,  Advertising  and  Advertising 
Mediums,”  Stanley  Resor,  president  of 
the  J.  Walter  Thompson  Company,  New 
York ;  “Exi)cnses  of  Doing  Business,” 
Robert  R.  Kllis,  Hessig-Fllis  Drug  Com- 
l)any,  Memphis;  “Methods  of  Distribu¬ 
tion,”  L.  D.  11.  Weld,  Director  of  Re- 
.search.  Swift  &  Co.,  fihicago;  “General 
Conditions  Affecting  Distribution,”  G.  S. 
Brown,  president.  Alpha  Portland  Cement 
Company,  Easton,  Pa. 

The  wide  range  of  problems  brought  to 
light  in  these  surveys  will  be  submitted 
to  the  National  Distribution  Conference 
with  a  series  of  recommendations  which 
will  form  the  basis  of  discussion  and 
will  serve  as  a  definite  plan  of  campaign, 
national  in  scope,  to  be  conduct^  by 
business  for  the  elimination  of  waste  in 
distribution. 


pered  in  his  new  enterprise  and  in  his 
historic  fight  against  the  tyranny  of  the 
government  over  so-called  seditious  print¬ 
ed  matter,  he  became  famous  as  one  of 
the  early  champions  of  the  freedom  of 
the  press.  It  must  be  recalled,  however, 
that  Mr,  Bradford  had  earlier  suffered 
arrest  and  been  threatened  with  the  loss 
of  his  press  when  in  Philadelphia.  In 
New  York,  however,  where  he  was  under 
oath  and  practical  bondage  to  the  Crown 
he  was  of  necessity  conservative  and  loyal. 

Bradford’s  paper  often  varied  in  size 
from  two  to  eight  pages.  He  continued 
as  a  newspaper  publisher  until  Nov.  19, 
1744,  when  he  withdrew  from  all  connec¬ 
tions  with  the  New  York  Gazette.  Dur¬ 
ing  the  last  few  years  he  had  been  in 
partnership  with  Henry  De  Foreest. 
When  Bradford  withdrew,  De  Foreest 
changed  the  name  of  the  paper  to  the 
\'cie  York  Evening  Post. 

James  Parker,  another  printer  who  had 
learned  the  trade  with  Bradford,  later 
borrowed  the  di.scarded  title  “Gazette,” 
and  put  it  in  the  heading  of  his  paper — 
then  The  New  York  Weekly  Post-Boy. 
Parker,  a  warm  admirer  of  his  former 
teacher,  printed  this  obituary  in  his  paper, 
after  Bradford’s  death,  on  May  25,  1752: 

L.ist  Saturday  KveniuR  departed  thi.s  Life 
Mr.  William  Bradford,  Printer  of  this  City  in 
the  94th  Year  of  his  Age;  as  the  Printer  of  this 
Pajier  liv’d  upwards  of  8  years  Apprenticed  to 
him,  he  may  he  presumed  to  know  s<jmethinK  of 
him.  lie  came  to  America  upwards  of  70  years 
aRo  and  landed  at  the  place  where  Philadel¬ 
phia  now  stands  before  that  City  was  laid  out 
or  a  House  built  there.  lie  was  a  Printer  to 
this  Ciovcrnment  upwards  of  SO  years  and  was 
a  man  tf  great  Sobriety  and  Industry:  a  real 
Friend  to  the  Poor  and  Needy  anil  a  Man  Af¬ 
fable  to  all;  but  acquiring  of  an  Estate  hap¬ 
pened  not  to  be  his  faculty  notwithstanding  his 
being  here  at  a  Time  when  others  of  not  half 
his  good  Qualifications  Amassed  considerahle 
flues.  He  was  a  true  Englishman  and  his  Com¬ 
plaisance  and  Affection  to  hts  Wives  of  which 
he  had  two  was  particularly  great,  and  without 
the  least  exaggeration  it  may  he  sjiid  that  what 
he  had  acquired  with  the  fir.st  ....  was  lost 
with  the  second.  He  had  left  off  business  for 
several  years:  part  and  being  quite  worn  out 
with  Old  age  and  labours,  his  Lamp  of  Life 
went  out  for  want  of  Oil. 


New  Farm  Weekly 

The  National  Farm  News,  a  weekly 
newspaper  for  farmers  has  just  appeared. 
It  is  a  newspaper,  claimed  to  be  unlike 
farm  journals,  which  undertakes  to  give 
each  week  a  complete  service  of  news 
Iiertaining  to  agriculture.  It  is  edited 
by  Dixon  Merritt,  and  published  by  the 
Independent  Publishing  Company,  with 
offices  at  219  G  street,  N.  W..  Washing¬ 
ton,  D.  C. 


Tearing  Down  Roadside  Ads 

Carrying  out  the  provisions  of  a  bill 
passed  by  the  1925  Wisconsin  Legislature, 
workmen  of  the  La  Crosse  highway  de¬ 
partment  last  week  began  to  clear  the 
county  highways  of  billboards  and  other 
advertising  signs.  Small  tin  signs, 
wooden  signs,  and  all  other  types  of  ad¬ 
vertising  mediums  which  obstruct  the 
view  of  passing  motorists  are  being  re¬ 
moved,  pursuant  to  the  order. 


Price  Heads  Danville  Ad  Club 


An  advertising  club  has  been  formed  in 
Danville,  Ill.,  with  A.  E.  Price,  advertis¬ 
ing  manager  of  the  Danville  Commercial- 
News  as  president ;  George  Logan,  vice- 
president  and  Arthur  T.  McGuire,  secre¬ 
tary-treasurer. 


This  quaint  tribute  from  his  apprentice 
and  fellow  printer  is  in  error  as  to  Brad¬ 
ford’s  age  which  has  been  conclusively 
proved  by  a  statement  found  in  an  old 
■Almanac  for  1739.  Printed  bv  Bradford, 
himself,  it  has  in  its  record  of  events 
for  the  month  of  May :  “The  Printer 
born  the  20th  1663.”  Here  as  in  the 
matter  for  the  date  of  the  first  issue  of 
his  paper,  the  fact  to  be  accepted  is  what 
Bradford  himself  has  recorded  in  type. 

Notwithstanding  its  slight  inaccuracy, 
this  obituary  is  an  eloquent  appreciation 
of  the  man  whose  name  has  been  so  long 
and  worthily  identified  with  the  American 
press.  His  influence  in  Pennsylvania 
through  his  son,  Andrew,  and  more  espe¬ 
cially  later  through  his  grandson,  William, 
was  particularly  conducive  to  the  advance 
of  the  American  newspaper.  Of  this 
later  William  Bradford’s  oaper,  the 
Penn.’iylvmua  Journal,  established  Decem¬ 
ber  2,  1742,  Dr.  Lee,  already  mentioned 
as  tbe  author  of  “The  History  of  Ameri¬ 
can  Journalism,”  has  written  that  it  “was 
in  many  respects,  and  these  the  most 
essential,  more  independent  in  tone  than 
the  Pennsylvania  Gaeiette  and  was  much 
the  better  newspaper  during  the  Revolu¬ 
tionary  Period.” 

With  traditions  and  accomplishments 
such  as  these,  associated  with  the  name 
of  Bradford,  it  is  small  wonder  that  such 
institutions  as  the  New  York  Historical 
Society  and  Trinity  Church  as  well  as 
the  more  specialized  organizations  co¬ 
operate  in  commemorative  exercises  to 
keep  alive  the  memory  and  influence  of 
the  man  who  was  the  first  to  suggest 
printing  the  Bible  in  the  middle  colonies, 
founded  the  first  paper  mill,  was  the 
earliest  champion  of  independence  of  the 
press  and  its  right,  and  set  up  the  first 
newspaper  in  New  York  City  which  was 
destined  200  years  later  to  be  proud  of 
tbe  high  moral  standards  and  intellectual 
as  well  as  economic  progress  of  what  it 
so  simply  still  calls  its  newspapers. 


Cline  System— What  It  Means 
to  the  Printing  Trades 


Cline  System  means  more  than  a  “service”  to  printers 


— more  than  motors  and  controllers  which  thousands  of 
printers  have  found  the  best  from  every  standpoint — 
safety,  speed,  economy,  and  long  life. 

— more  than  equipment  suited  to  every  printing  need  from 
the  largest  newspaper  press  to  the  smallest  wire  stitcher. 


CLINE 

Tuenty  yejTS  of 
specialized  experi¬ 
ence  in  printing 
press  coniroi  en¬ 
gineering 


Cline  System  means  an  organization  or 
trained  experts,  who  for  a  quarter  of  a  cen¬ 
tury  have  specialized  in  just  one  thing— 
electrical  equipment  and  control  systems 
for  printing  machinery.  A  corps  of  engi¬ 
neers  who  design, 


Write  for  desiy^iptice  pam- 
ph/ec  and  list  of  nruspu/jcr 
and  printing  plants  u’hicti  are 
Cline  Westinghouseetiuipped 


WESTINGHOUSE 


Knou^  throughout  the  u'orlJ 
as  manufacturers  of  the  hest 
electrical  equipment 


Cline  Electric  Mfg. Co. 


Main  O^ce:  Conway  Bldg.,  Ill  W.  Washington  St.,  Chicago 


Western  Office 
First  NatM  Bank  Bldg. 
San  Francisco 
Calif. 


Eastern  O^ce 
Marhridgc  Bldg. 
47  W.  34th  St. 
New  Ycfk 


A  Single 


Will  cover  the  two  publications  that  reach  those  who  control  the 
national  advertising  of  the  United  States  and  Great  Britain. 


EDITOR  &  PUBUSHER 

New  York 

and 

ADVERTISING  WORLD 

London,  Eng. 


have  entered  into  an  agreement  in  respect  to  editorial  and  adver¬ 
tising  representation  in  their  representative  fields  and  thereby  afford 
a  single  source  of  information  and  service  for  those  interested  in 
international  marketing  and  advertising. 


Combination  Advertising  Rates  for  12  Insertion  Contract 

Full  Page . $280.00  per  insertion 

Half  Page .  145.00  per  insertion 

Quarter  Page  ....  82.50  per  insertion 


You  are  cordially  invited  to  communicate  with  Editor  &  Purusher, 
Suite  1700  Times  Building.  New  York,  for  further  details  of  circulation, 
editorial  policy  and  mechanical  requirements  of  Advertising  World.  This 
office  can  he  of  great  assistance  to  manufacturers  who  desire  information 
in  regard  to  marketing  conditions  of  Great  Britain.  Publishers  of  leading 
American  newspapers  will  also  avail  themselves  of  this  opportunity  to  de¬ 
liver  their  messages  to  the  largest  advertisers  of  Great  Britain,  many  of 
whom  are  keenly  interested  in  the  markets  of  America. 


Editor  8C  Publisher 


1700  Times  Building 
Broadway  at  42d  St. 
New  York,  N.  Y. 


TcIaphoBaa : 

Bryant  5052  •  3055  -  3054  -  3055 . 3056 
Cabla  AddrcH:  EDPUB,  NEW  YORK 


Advertising  World 

14  King  Street 
Covent  Garden,  W.  C.  2 
London,  England 
Tclepbonc:  Garrard  7615 
Cabla  AddtaM  t 

ECOPUBLISH,  RAND,  LONDON 


Advertising  Appropriation 


Editor  &  Publisher  for  November  7,  1925 


39 


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n. 


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in 


URGES  CAUTION  IN  USE 
I  OF  DIRECT  MAIL 

1  Depcrtment  Store  Ad  Executive  TelU 
Convention  It  “Foiled  to  Perform” 
in  Year’*  Te*t — Newspaper 
Budget  Not  Cut 

An  important  Detroit  department  store 

I  has  experimented  with  direct  by  mail  ad¬ 
vertising  and  found  it  wanting. 

This  admission  was  made  by  Sydney 
Lightstone,  associate  advertising  manager, 
of  the  J.  L.  Hudson  Company,  Detroit, 
before  the  eighth  animal  convention  of  the 
Direct  Mail  Advertising  Association,  held 
in  Boston,  Oct.  28-30.  The  subject  of  Mr. 
Lightstone’s  address  was  “Direct  Mail 
Problems  in  the  Department  Store.” 

“The  mail  advertisements  failed  to  per¬ 
form,”  he  declared. 

Mr.  Lightstone  explained  his  assertion 
was  the  result  of  an  extensive  experimem 
with  direct  mail  advertising,  carried  on 
for  more  than  a  year  by  his  store. 

The  results  obtained,  he  said,  warrant 
caution  in  the  use  of  this  kind  of  adver- 
t  tising  in  preference  to  newspaper  adver¬ 
tising.  Direct  mail  failed  in  performance 
i  at  a  low  cost  in  a  sufficient  number  of 
cases,  without  risking  failure  on  doubtful 
ones. 

Following  their  direct  mail  campaign 
and  what  he  declared  was  the  resulting 
failure,  Mr.  Lightstone  said  his  store, 
after  careful  and  painstaking  analysis  of 
its  experiment,  decided  not  to  cut  down 
dieir  newspaper  appropriation  and  to 
temper  their  enthusiasm  for  the  postal 
route. 

It  makes  considerable  difference,  it  was 
brought  out,  whether  or  not  the  advertiser 
has  an  available  medium  that  is  read  by 
the  people  he  desires  to  reach.  If  there 
is  a  medium  which  really  covers  the  field, 
if  the  readers  of  that  medium  look  to  it 
1  for  news  and  guidance  in  their  buying, 

Ithen  that  method  of  advertising  should 
prove  more  profitable  than  direct  mail, 
he  said. 

j  Marco  Morrow,  assistant  publisher  of 
the  Capper  publications,  Topeka,  spoke 
on  “Direct  Mail  from  the  Rural  Stand¬ 
point.” 

Miss  Janet  Olson,  of  Chicago,  president 
of  the  Chicago  Direct  Mail  Advertising 
Association,  in  an  address  on  “Spending 
the  Letter  Shop’s  Appropriation,”  said 
that  the  ideal  advertising  appropriation 
for  a  $10,000  shop  is  five  per  cent,  and  two 
and  a  half  to  two  and  three-quarters  per 
cent  for  a  shop  of  $50,000  and  over. 

Major  Carroll  J.  Swan,  commander  of 
Crosscup- Pishon  Post,  American  Legion, 
of  Boston  newspaper  and  adver- 
ti'iiig  men,  led  in  the  festivities  at  the 
haiiiiiict  and  gambol  on  the  second  night 
of  the  convention  at  the  Copley-Plaza 
hotel. 

William  F.  Rogers,  of  the  Boston 
Transcril>t,  was  a  member  of  the  execu¬ 
tive  committee  of  the  convention ;  Richard 
c  Holland,  Boston  Transcript,  and  Clark 
widen.  Hartford  (Conn.)  Ad  Club,  press 
r-’-'licity  committee. 

Taylor  Joint  Greeniboro  Record 


STR.4CHEY  PR.4ISES  INGENUITY 
OF  AMERICAN  REPORTERS 

Washington,  Nov.  5. — Dictograph- 
equipped  newspaper  reporters  may 
evolve  from  American  ingenuity,  in 
the  opinion  of  J.  St.  Loe  Slrachey, 
editor  of  the  London  Spectator,  who 
is  staying  at  the  Mayflower  Hotel 
for  a  few  days.  Such  a  machine  of 
vest  pocket  size,  would  make  for  ac¬ 
curacy  of  interviews  he  pointed  out. 

“I  put  nothing  beyond  the  inge¬ 
nuity  of  you  Americans,”  he  said. 
“Soon  you  will  produce  dictating 
machines  small  enough  for  the  re¬ 
porters  to  carry  with  him,  and  put 
into  action  whenever  he  needs  it. 
I  favor  this  way  of  recording  inter¬ 
views  and  the  publication  of  prac¬ 
tically  the  entire  conversation  be¬ 
tween  reporter  and  the  man  inter¬ 
viewed.” 


IOWA  DAILIES  VOTE 
$50,000  AD  FUND 

$15,000  in  Cash  Raised  at  Des  Moines 
Meeting  and  $35,000  in  Space 
Pledged  to  Tell  Merits  of 
State  as  a  Market 


Des  Moines,  la.,  Nov.  2. — The  state 
and  nation  will  be  reminded  of  Iowa’s 
wealth  and  purchasing  power  through  the 
medium  of  a  $50,000  advertising  campaign 
launched  yesterday  by  the  advertising 
committee  of  the  Iowa  Daily  Newspaper 
Association. 

Fifteen  thousand  dollars  in  cash  was  ap¬ 
propriated  by  the  committee  in  addition 
to  contributions  of  space  valued  at  $35,000 
by  members  of  the  association.  The  ex¬ 
pense  of  the  campaign  will  be  met  by 
members  of  the  association.  l>ast  year 
over  $100,(XX)  was  spent  by  the  association 
for  the  same  purpose. 

Two  full  pages  were  ordered  in  the 
XcTV  York  l  imes  and  the  Chicago  Tri¬ 
bune.  A  full  page  each  week  for  a  year 
also  was  taken  in  Editor  &  Publisher, 
to  emphasize  the  advantages  of  the  state 
as  a  market. 

This  is  the  second  year  such  a  campaign 
has  been  made  by  the  daily  newspapers  of 
Iowa  to  promote  the  value  of  the  state. 
.All  of  the  advertising  run  in  the  New 
York  Times  and  the  Chicago  Tribune  will 
be  carried  in  all  of  the  daily  newspapers 
participating  in  the  campaign. 

The  meeting  was  called  by  John  F.  D. 
Aue,  publisher  of  the  Burlington  Hatvk- 
Rye  president  of  the  Iowa  Daily  News¬ 
papers  Association.  Robert  R.  O’Brien 
manager  of  the  Council  Bluffs  Nonp^eil 
resigned  as  chairman  of  the  advertising 
committee  and  was  succeeded  by  Frank  D. 
Throop  publisher  of  the  Davenport  Demo¬ 
crat.  Other  members  in  attendance  were : 
George  Thayer,  manager  of  the  Marshall- 
tnum  Times  Republican,  H.  T.  Watts, 
business  manager  of  the  Des  Moines  Reg¬ 
ister  and  Tribune  Netvs  and  Lafe  Young, 
Jr.  general  manager  of  the  Des  Moines 
Capital. 


SAYS  INSURANCE  NEEDS 
BETTER  ADVERTISING 


Subject  Ha*  Never  Been  Interpreted 
in  Copy  a*  It  Should  Be,  Gardner 
Osborn  Tells  Boston  Adver¬ 
tising  Conference 


The  need  of  insurance  companies  ad¬ 
vertising  in  newspapers,  periodicals  and 
by  direct  mail,  was  strongly  advocated 
by  Gardner  Osborn,  vice-president  of 
Reimers  &  Osborn,  Inc.,  New  York,  in 
an  address  before  the  Insurance  Adver¬ 
tising  Conference  held  last  week  in  Bos¬ 
ton.  He  declared  that  insurance  never 
has  been  interpreted  as  it  should  be 
interpreted,  and  that  any  means  which 
would  properly  educate  the  public  on  in¬ 
surance  matters  should  be  used  to  pre¬ 
pare  the  way  for  the  agent  who  solicits 
business. 

G.  C.  Parlin  of  the  Curtis  Publishing 
Company,  Philadelphia,  said  that  no 
salesman  in  any  business  need  fear  that 
the  advertising  that  his  company  does 
will  ever  take  the  place  of  his  services. 

Ralph  F.  Morrow,  manager  of  the 
Rough  Notes  Publishing  Company,  de¬ 
clared  that  in 'his  opinion  the  insurance 
companies  should  play  up  the  name  of 
the  agent  in  as  large  type  as  that  of  the 
company. 

.Another  advocate  of  insurance  adver¬ 
tising  was  Walter  C.  Hill  of  Atlanta, 
Ga.,  who  stated  that  there  is  a  big  field 
for  obtaining  new  insurance  business,  and 
advised  that  the  companies  give  practical 
information.  He  declared  tliat  there  was 
danger  of  creating  losses  rather  than  new 
business  by  some  kinds  of  copy  in  insur¬ 
ance  advertising.  The  advertisement  that 
shows  a  thief  stealing  an  automobile  sug¬ 
gests  the  case  with  which  this  may  be 
accomplished,  he  said,  but  it  suggests 
quite  as  strongly  to  the  potential  thief 
as  it  does  to  the  automobile  owner.  The 
automobile  burn’iig  by  the  lonely  road¬ 
side  suggests  the  possibility  of  cashing  in 
on  a!i  insurance  policy  by  a  lire,  without 


DO  YOU  NEED 
A  TRAINED  MAN? 

The  Personnel  Bureau  of 
Sigma  Delta  Chi,  an  organiza¬ 
tion  of  college  trained  newspaper, 
magazine  and  advertising  men, 
wants  to  help  you  find  him. 
The  Bureau  puts  you  in  touch 
with  experienped,  energetic  men 
— ^t  saves  you  time  by  recom¬ 
mending  only  those  who  meet 
your  requirements. 

If  you  expect  a  vacancy,  please 
write  Robert  B.  Tarr,  Director, 
Personnel  Bureau  of  Sigma  Delta 
Chi,  2929  Northwestern  Ave.,  De¬ 
troit,  Mich. 

NO  CHARGE  TO 
EMPLOYERS. 


ythur  Hastjngs  Taylor,  for  21  years 
*i’:i  the  DanTAlle  (Va.)  Register  as  ed- 
ii  'ilal  writer,  has  resigned  to  join  the 
^''entsboro  (N.  C.)  Record  in  the  same 
capjirity.  Mr.  Taylor  was  with  the 
Times-Dispatch  for  many 

year-. 


i*  BUILDINGS 

R  PLANT  LAYOUTS 
PRODUCTION 
OPERATION 


An  organization  specializing  solely 
m  newspaper  building  design,  man¬ 
ufacturing  and  production  problems. 

S.  P.  WESTON 


»ON 


Newspaper  Buildings 
Plant  Layouts 
Production.  Operation 

120  West  42nd  Street 


New  York 


eSlorD 

'These  two  newspaper!  of¬ 
fer  the  most  powerful  all¬ 
day  service  in  New  York 
available  as  a  unit  under  a 
single  contact.  The  650,000 
Daily  World  —  Evening 
World  readers  constitute  a 
highly  concentrated  force  to 
be  reckoned  with  in  any 
campaign  designed  to  effect 
distribution  in  Greater  New 
York. 

^ri)C  Sy’orlD 

PuUtzar  BuiUtef,  Now  York 
Tribuns  Towsr,  Chicago 


Facts 

The  Dallas  Journal  has  the  larg¬ 
est  A.  B.  C.  circulation  among 
Dallas  evening  newspapers. 

Four-fifths  of  it  is  city  and  sub¬ 
urban. 

The  Journal  is  a  clean,  bright 
and  aggressive  pajK-r  that  appeals 
to  the  more  intelligent  and  pros¬ 
perous  classes  of  the  city. 

The  average  milline  rate  of  The 
Journal  is  the  lowest  among  Dallas 
evening  papers. 

^he 

Dallas  Journa 


witnesses,  in  such  a  spot.  Fire  insurance 
companies  can  do  much  in  the  way  of  fire 
prevention  advertising,  while  much  can 
be  done  in  the  way  of  teaching  theft  pre¬ 
vention. 


Springfield  to  Advertise 

-An  advertising  campaign  to  make 
Springfield,  Mass.,  a  shopping  center  will 
be  conducted  wholly  through  the  local 
newspapers,  the  Retail  Merchants’  Asso¬ 
ciation  has  decided.  The  campaign  will 
start  the  first  week  in  November,  con¬ 
tinuing  until  the  second  week  of  Decem¬ 
ber. 


Putnam  Joins  N.  Y.  Journal 

C.  1.  Putnam,  for  many  years  represent¬ 
ative  of  the  Boston  American  in  New 
York  City,  and  recently  business  manager 
of  the  fVasliington  Herald,  has  been  ap¬ 
pointed  assistant  publisher  of  the  New 
York  Evening  Journal,  by  James  C. 
Dayton,  publisher. 


We  Print 

COMICS 

and 

MAGAZINE 

SECTIONS 

High  Quality 

COLOR  WORK 

Let  Us  Quote  On 
Your  Next  Contract 

Missouri  Agricultural 
Publishing  Co. 

J.  E.  NICHOLSON,  Mgr. 
2206  Pine  Street,  St.  Louis,  Mo. 


THC 

EVENING  JOURNAL 

Martinsburg,  W.  Va. 

covers  a  prosperous  manufactur¬ 
ing  ami  fruit  growing  field. 

Gorton’s  Cod  Fish 

Carter’s 

Piso 

and  many  other  accounts  are 
now  going  into  Martinsburg  for 
the  first  time. 

The  Journal  is  the  only  paper 
published  in  Martinsburg  and  it 
maintains  a  real  service  depart¬ 
ment  for  national  advertisers. 
Represented  XaturnaUy  by 

The  DEVlNE-MacQUOlD  CO., 
Inc. 

New  York  Pittsburgh  ChicAfo 


THE  WELFARE  COMMITTEE 

of  the 

INTERNATIONAL 
CIRCULATION  MANAGERS 
ASSOCIATION  j 

Can  supply  you  with  com-  j 
petent  circulation  men  of  | 
capacity  and  ability  capable  | 
to  take  entire  charge  of  your  | 
department  or  to  fill  impor-  i 
tant  posts  in  the  department,  j 

Address  the  Secretary- 
Treasurer  please,  Mr.  Clar¬ 
ence  Eyster,  care  Star 
Building,  Peoria,  Ill. 


/.I, 


,  / 


Editor  &  Publisher  for  November  7,  1925 


FORD’S  MAN  SPEAKS  UNABASHED 


Maaiutiirers  ef  Ailtnobits,  Tracks  ii4  Tiactan 


DALLAS.  TEXAS 


TO  JUL  MANAGING  JTlMOlj! 


xi'.clcsod  plo-*co  find  p'ltlicity  itc'is  cjid  nc*v/s 
stories  Uiot  ore  for  ii:i..odlr.tc  release. 

It  Is  our  oamest  docirc  that  you  publish  taese 
stories  sc:’.t  you  from  tioo  to  time,  or  as  many  of  then  os 
possible  l.i  tlic  lEtorost  of  tlie  locrJ.  Ford  doolor  iu  your 
city,  as  well  os  the  FORD  I’OfOH  COMP.jnf,  ourselves.  Vou 
surely  realize  the  noTTS  value  of  such  data  to  your  sub¬ 
scribers,  for  cLiy thine  oortaiaiiu;  to  Hr.  Ford  a.id  -lis  OTr- 
eaaization  is  at  all  tines  of  interest  to  the  jenoral  public. 

If  you  have  not  ■**\roadj^  Dlaecd  -tliC-Zart!  HitOt 
conn-uvf  at  Dallas  on  vour  nalllnc  list^..2iaa3c_do  so  at 
jnco  M  tro  are  Koepinr  a  card  roooi^d  on  the  iteng  and 
a^orTes"^  throue-tout 
our  territory  ere  rcc'xinr  It.  collar isaii  to  too  anou:it  of 
copy  for  advertisiae  they  are  roceivir-i,  a:'^  such  a  record 
i3  furtiiiSil!*,"*  U3  valuable  l:;foruKitlor.  as  to  ttic  cooporativc 
T)r,pcr3  uc  are  U3i:'.C  ami  co:i3er\io-'*tl7  vill  have*  g  \7QaderfuI 
bor.rir;';  ir.'  the  proprrlTii;  of  our  ocliouulc  contracts  for  t.ie 
vorr?  ' 


YOj^  vcr.7  tralv, 
MOTOR  co:?a.;y 


The  above  fuchimile  of  a  letter  being  broadcast  in  various  localities  to  news¬ 
paper  etiitors,  evidently  on  orders  from  Detroit  headquarters,  speaks  eloquently 
of  Henry  Ford's  opinion  that  a  dollar  spent  for  advertising  space  should  also 
purchase  editorial  space  both  for  Ford  himself  and  his  good  little  car. 

If  you  should  ask  a  Ford  agent  when  you  buy  a  Lizzie,  to  throw  in  four  extra  tires, 
a  spare  head  light,  a  barrel  of  “gas,”  a  few  extra  parts  and  a  nice  $50  kit  of  tools, 
all  in  consideration  of  the  fact  that  you  consent  to  use  a  Ford,  he  would  ring 
a  bell  to  call  out  the  police  reserves.  But  Mr.  Atwell,  in  diplomatic  parlance, 
tells  managing  editors:  “If  you  don’t  print  my  stuff  about  Ford  and  his  car, 
well"  -it  will  have  a  tcnnderful  bearing  on  our  selection  of  advertising  media.” 
Stand  your  ground,  managing  editors.  No  press  agent  can  bluff  his  way  by 
the  press  of  this  country,  by  promise  or  threat,  real  or  implied! 


ELVERSON  LAUNCHES 
CAMDEN  INQUIRER 

Publisher  of  Philadelphia  Inquirer 
Starts  Publication  on  new  New  Jersey 
Edition — Two  Papers  Sold  for 
Price  of  One 

The  Philadelphia  Inquirer  began  publi¬ 
cation  Xov.  3,  of  a  Camden,  N.  J.,  edition. 
James  Elverson,  Jr.,  is  publisher  of  the 
inquirer. 

The  new  edition  is  an  eight-page  extra 
supplement,  but  is  aiiiujunced  as  a  “unit 
in  itself,”  sold  with  the  Philadelphia 
Inquirer,  “two  newspapers  delivered  at 
the  price  of  one.” 

Special  headtiuarters  for  the  new  edi¬ 
tion  have  been  established  m  Camden, 
housing  a  staff  of  special  writers  and  re¬ 
porters. 

“The  Camden  Inquirer  is  to  be  a  com¬ 
plete  newspaper  that  will  keep  its  readers 
m  close  touch  with  everything  concerning 
\ew  jersey  in  which  they  are  vitally  in¬ 
terested,”  the  announcement  printed  in  the 
first  _  issue  read. 

“While  the  Camden  Inquirer  is  to  be 
a  unit  in  itself,  it  will  appear  in  company 
with  the  Philadelphia  Inquirer.  That  is 
to  say,  subscribers  to  the  Camden  news¬ 
paper  will  also  receive  the  Philadelphia 
Inquirer.  Thus  they  will  be  given  two 
pajicrs  at  the  price  of  one — two  cents. 

“This  means,  of  course,  that  they  will 
be  furnished  with  the  dispatches  of  the 
Associated  Press  and  of  the  Inquirer’s 
special  correspondents ;  with  cables  trom 
foreign  lands ;  with  the  news  of  the 
world.  And  in  addition  to  every  feature 
of  the  Philadelphia  liKiuirer  they  will 
have  the  Camden  Inquirer  at  their  break¬ 
fast  tables  carrying  careful  and  accurate 
reports,  written  specially  for  it,  of  all  the 
local  happenings — two  newspapers  de¬ 
livered  together. 

“We  have  great  faith  in  the  future  of 
Camden.  It  is  a  mighty  lively  and  enter¬ 
prising  sister  of  the  city  across  the  Dela¬ 
ware.  Its  industries  are  increasing.  Its 


Van  Camp’s  Test  Campaign 

\'an  Camp’s  of  Indianapidis  is  under¬ 
taking  a  test  campaign  for  its  tomato 
soup  in  newspapers  in  11  cities.  The 
copy  appeal  is  based  upon  seven  improve¬ 
ments  in  the  soup  that  are  discussed  in  ■ 
the  first  person.  The  campaign  was  de¬ 
veloped  by  .Albert  L.  Fessler,  advertising 
manager,  and  William  Douglas  Mc- 
.\dams,  advertising  agency  executive  of 
Chicago.  The  drive  will  run  20  weeks, 
at  the  expiration  of  which  plans  for  fu¬ 
ture  advertising  will  be  considered. 


Amateurs  Writing  Ads  For  Prizes  — 

The  Decatur  Herald  is  running  a  $3,(^ 
amateur  ad  writer  prize  contest  in  which 
contestants  are  required  to  submit  copy 
ideas  for  each  of  the  20  business  firms 
backing  the  stunt.  One  hundred  and  one 
cash  prizes  are  offered. 


LETTERS  FROM  READERS 


Mr.  Edwards’  Articles 

To  Editor  &  Publisher:  I  am  glad  to  see 
Editor  rur.LisiiER  t.Tckle  one  of  the  greatest 
■wastes  of  newspaper  publishing — i.  e.,  mutilated 
and  pcorly  edited  copy. 

The  exhibits  shown  are  familiar  to  every 
newspaper  man  and  might  have  come  from  any 
one  of  our  offices. 

And  yet  there  are  publishers — lots  of  ’em — 
who  loudly  proclaim  that  the  composing  room 
iloes  not  produce!  Did  they  ever  stop  to  con¬ 
sider  why? 

The  articles  that  you  are  printing  ought  to 
cnlighien  some  of  them.  We  need  more  of  the 
same  kind. 

Jno.  W.  Baker, 

The  Rochester  Herald, 

Rocheste* ,  N.  Y. 


All  Louisiana 
dnd  MISSISSIPPI 
Listens  In  Foi^ 

RADIO, 

MtVS  in  the 
NEW  Orleans 

STATES 


riM  tuu  t  ’etranouutRi  la  tbs 
Nitlonal  rvia— 

TNE  JIHR  H.  IIAINA*  t*. 
Ml*  Tork  —  Chleica  —  M.  IWi 
AtlaaU  —  Mrait  —  EaaHs  CUg 
■aa  Fraadiea— Ui  Aagdra 

New  Orleans  States  I 


population  is  swelling.  It  is  building  ne»t 
houses  with  remarkable  speed.  The  D.'  - 
aware  river  bridge  unquestionably  w 
prove  of  very  material  benefit  to  it.” 


Circulatora  Elect  R.  D.  M.  Decker 

R.  D.  M.  Decker,  circulation  managerj 
of  the  Rochester  (N.  Y.)  Democrat  a^l 
Chronicle,  was  recently  elected  first  vie- ' 
president  of  the  New  York  State  Circula-i 
tion  Managers’  .\ssociation.  Editor  :i 
Publisher’s  report  of  the  meeting  state  { 
E.  E.  Decker  of  the  Middletown  (^N.  Y.)| 
Times-Press  had  received  that  office.  ; 

Curtia  Presents  Camp  Site 

Cyrus  H.  K.  Curtis,  Philadelphia  ar 
New  York  publisher,  and  a  summer  res: 
dent  at  Camden,  Me.,  has  presented  ti 
St.  Thomas  Episcopal  Church  in  tl.a 
town  a  tract  of  land  at  Lake  Megun:: 
cook  for  use  as  a  camp  site  for  yuijr. 
people’s  work. 


li*s  unanimous!  ^ 
The  New  Shop- 
o-scope  is  the  best  | 
of  all  Holiday  ] 
Campaigns!  I 


THE  BASIL  L  SMITH  SYSTEM,  lot. 

IstMuational  Claitified  AdT«rti«iag 
Couniellon 


Packard  Bldg. 


Philadelphia 


Prizes  for  Best  Office  Ads 

The  Richmond  Xeies-Lcadcr  has  an¬ 
nounced  a  prize  contest  for  the  best  page 
or  half-page  advertisement  written  to  ad¬ 
vertise  the  News-Leader’s  advantages  as 
an  advertising  medium.  The  first  prize 
will  be  $100,  the  second  $75  and  the 
tliird  $25. 

George  H.  McAdam  Dead 

George  H.  .Mc.Vdam,  71,  for  iO  years 
on  the  staff  of  the  World  .-Mmanac  died 
Nov.  2. 


What  Every 
Publisher  Needs— 


A  list  of  Equipment  and  Supply 
Manufacturers,  and  he  wants  this  list 
to  contain  only  the  names  of  manufac¬ 
turers  whose  offerings  will  command 
“Repeat”  orders. 

EDITOR  &  PUBLISHER  is  on  the 
desk  of  practically  every  publisher  in 
the  country  and  its  advertising  pages 
are  of  inestimable  value  to  him.  A 
further  service  to  be  rendered  is  to 
make  its  classified  page  a  directory  of 
Equipment,  Supplies  and  Services — 
something  the  busy  publisher  can  rely 
on  to  speedily  serve  his  needs. 

If  you  have  something  to  sell  to  the 
newspapers  list  it  in  the  classified 
page  of 

EDITOR  &  PUBLISHER 


/  -S 


Editor  &  Publisher  for  November  7,  1925 


41 


CANADA’S  OLDEST  PAPER  COMPLETES 
NEW  FIVE-STORY  HOME 


Montreal  Gazette,  Founded  in  1778  By  Benjamin  Franklin, 
Has  Published  Continuously  for  147  Years — 

New  Presses  Installed 


making  the  capacity  of  the  room  21  uni^. 

The  equipment  for  the  news  room  will 
be  largely  entirely  new.  Adequate  pro¬ 
vision  has  been  made  for  the  editorial, 
news,  telegraph  and  business  stall,  with 
specially  designed  mailing  and  shipping 
room. 


QOMli  time  next  month  the  Montreal  Carlton  and  the  arrival  of  his  successor, 
3  Casette.  oldest  newsoaner  of  the  General  Haldimand,  were  used  by  the 

editor  as  occasions  which  could  be  de¬ 
scribed  freely  and  in  complimentary  guise 
without  otlending  the  powers.  The  paper 
failed  to  appear  the  week  following  Gov¬ 
ernor  Haldimand’s  arrival,  however,  and 
in  the  next  issue  Mesplet  acknowl^ged 
his  indebtedness  to  the  citizens  who  liad 
secured  the  gubernatorial  permission  for 
the  resumption  of  the  publication. 

In  1788  the  paper  was  enlarged  from 
quarto  to  foolscap  size  and  composed 
four  pages,  printed  in  both  French  and 

_ _  ^  _  English  in  double  columns.  Foreign 

first  home"  of  the  Gazette,  which  was  in  news  began  to  make  its  appearance  about 

the  famous  Chateau  de  Ramezay,  on  this  time  and  the  literary  features  of  the 
Notre  Dame  street  East.  This  picture-  paper  included  several  poems  by  Rotert 
sque  old  stone  structure,  built  on  the  Burns,  a  young  man  at  that  time  and  just 

French  colonial  style  of  architecture  with  rismg  to  fame  in  his  native  Scotland. 


time  next  month  the  Montreal 
Oasette,  oldest  newspaper  of  the 
Canadian  metropolis,  will  move  into  a 
new  home.  For  the  past  18  years  it  has 
occupied  the  premises  at  38  St.  Antoine 
street,  in  the  heart  of  what  was  in  earlier 
tunes  the  residential  district  of  Montreal. 
In  December  it  will  remove  a  short  dis¬ 
tance  further  west  on  St.  Antoine  street, 
to  the  intersection  of  Cathedral  and  Ste. 
Cecile  streets,  where  it  will  take  up  its 
new  residence  in  one  of  the  most  modern 
structures  of  its  kind  in  the  Dominion. 

The  new  building  of  live  stories  and 
basement  presents  a  strong  contrast  to  the 


WEEK’S  AD  TIPS 


hs  old  cannon  and  its  row  of  slender 
Lombardy  poplars  in  front,  is  well  known 
to  American  tourists  in  Montreal.  It  was 
in  the  basement  of  this  Chateau  that  the 


The  Gazette  bore  Mesplet’s  imprint  up 
until  1789,  but  then  began  a  series  of 
changes  which  continued  up  until  1867, 

_  _  _  _  when  the  Montreal  Printing  and  Publish- 

press  was  set  up  which  was  destined  to  ing  Coinpany  was  formed  to  acquire 
print  Montreal’s  first  newspaper.  It  made  ownership  of  the  Gazette,  with  John 
its  first  appearance  in  the  year  1778.  Lowe  as  managing  editor.^  Mr.  Lowe  re- 

The  circumstances  of  the  paper’s  pub-  tired  from  the  company  in  1870  and  the 
lication  were  somewhat  unusual.  The  newspaper  and  plant  were  purchased  by 
leaders  of  the  American  Revolution  be-  the  firm  of  T.  and  R.  White.  _  Both  mem- 
lieved  that  a  section  of  public  opinion  in  bers  of  the  firm  were  born  in  Montreal, 
Canada  was  favorable  to  their  movement,  and  had  embarked  upon  their  newspaper 
and  with  the  idea  of  obtaining  adherents  publishing  experiences  in  Peterborough, 
a  commission  composed  of  Benjamin  and  had  owned  the  Hamilton  Spectator 
Franklin,  Samuel  Chase  and  the  Rev.  before  buying  the  Gazette.  Thus  began 
Charles  Carrol  arrived  in  Montreal  on  a  family  ownership  of  the  Gazette  which 
April  29,  1776,  bringing  with  them  a  still  exists. 

French  printer  by  the  name  of  Fleury  Mr.  Richard  White  became  business 
Mesplet.  They  soon  discovered,  how-  manager,  and  Mr.,  later  the  Honorable, 
ever,  that  there  was  no  anti-British  senti-  Thomas  White  was  editor-in-chief.  To- 
ment  among  the  French-Canadians,  and  day  their  two  sons  occupy  these  respective 
in  May,  two  months  before  the  signing  posts.  Senator  Smeaton  White  being 
of  the  Declaration  of  Independence  at  president  of  the  company  and  directing 
Philadelphia,  they  departed.  Mesplet,  the  business  policy  and  Robert  S.  White 
however,  decided  to  remain,  and  setting  being  editor-in-chief, 
up  his  press  in  the  chateau,  printed  sev-  The  new  Gazette  building,  which  takes 
eral  books,  and  followed  this  up  with  the  up  an  entire  block,  is  designed  for  eight 
issuing  of  No.  I,  Vol.  I,  Gazette  du  Com-  stories.  At  present  it  contains  five  stories 
merce  et  Litteraire  pour  le  Ville  et  Dis-  and  basement,  the  three  additional  stories 
Incf  de  Montreal.  It  was  printed  en-  to  be  added  as  the  requirements  of  the 
tirely  in  French,  and  consisted  of  four  business  demand.  The  frame  of  the 
quarto  pages.  In  it  the  editor  announced  building  is  of  structural  steel  with  rein- 
that  he  would  eschew  references  to  re-  forced  concrete  floors  and  roof,  the  outer 
ligion,  government  or  current  affairs,  ex-  walls  being  of  cut  stone  and  brick,  all 
cept  such  as  were  authorized  by  the  gov-  windows,  sashes  and  frames  being  cop- 
emment,  and  proceeded  to  state  that  sub-  per-covered,  fitted  with  wire  glass.  All 
scriptions  would  be  “2^  Spanish  dollars,”  steel  beams  and  other  structural  work  is 
advertisements  Spanish  dollars”  to  imbedded  in  concrete,  the  whole  con- 
non-subscribers,  and  “1  Spanish  dollar”  to  stituting  an  absolutely  fire-proof  structure, 
subscribers.  Single  copies  were  to  ^  sold  The  building  is,  of  course,  primarily  de- 
for  “10  coppers.”  signed  for  the  newspaper,  and  in  con- 

The  other  matter  in  the  first  issue  was  nection  with  this,  on  the  first  floor  there 
entirely  literary  and  anecdotal,  the  pub-  will  be  installed  a  new  six-unit  Hoe  press 
'isher  explaining  that  no  advertisements  of  the  latest  type,  equipped  with  electrical 
lad  been  secured  and  observing  that  his  drive  and  controllers,  everjrthing  being  of 
traders  knew  as  much  about  commerical  the  latest  and  best  design  and  manufac- 
matters  as  he  could  tell  them.  ture.  Provision  has  been  made  in  the 

The  advertising  picked  up  in  the  sub-  pressroom  for  an  additional  IS  units, 
sequent  issues,  including  announcements  _ 


Austin  F.  Bement,  Incorpormtni,  General 
Motors  Building,  Detroit.  Now  handling  ac¬ 
count  of  the  Bijur  Lubricating  Corporation 
of  New  York  City,  manufacturers  of  the  Bijur 
System  of  Central  Point  Chassis  Lubrication. 

Campbell-Ewald  Company,  General  Motors 
Building,  Detroit.  Has  secured  account  of 
the  Apex  Electric  Manufacturing  Company, 
Cleveland. 

William  H.  Denny,  1  Madison  avenue.  New 
York.  Has  secured  account  of  the  Bermudiana 
Hotel  Company,  Hamilton,  Bermuda. 

John  H.  Dinham  Company,  431  North  Michi- 
gan  avenue,  Chicago.  Sending  out  orders  on 
the  Andrews  Radio  Corporation. 

Fox  &  MacKenzie,  1214  Locust  street,  Phila¬ 
delphia.  Placing  orders  in  a  few  selected  sec¬ 
tions  for  the  Sterling  Range  &  Furnace  Cor¬ 
poration,  Rochester,  N.  Y. 

Finley  H.  Greene  Agency,  Parsons  Building, 
Buffalo,  N.  Y.  Has  secured  the  accounts  of 
the  Niagara  Water  Heater  Company,  “Birtch” 
heater,  Buffalo,  N.  Y.,  and  the  Sunset  Inn, 
St.  Petersburg,  Fla. 

H.  B.  Humphrey  Company,  581  Boylston 
street,  Boston.  Reported  to  have  secured  ac¬ 
count  of  Kibbe  Bros.,  “Kibbe  Social  Whirls 
Candy,”  Springfield,  Mass. 

H.  W.  Kaator  and  Sona  Company,  14  East 
Jackson  boulevard,  Chicago.  Placing  orders 
on  Anti-Kamni  Remedy  Company  of  Chicago, 
III. 

Klau-Van  Pietersen  Diailap-Younggreen,  Inc., 
417  Sycamore  street,  Milwaukee.  Has  secured 
account  of  the  Milwaukee  Electric  Railway  and 
Light  Company,  Milwaukee. 

lliomas  F.  Logan,  Inc.,  680  Fifth  avenue. 
New  York.  Making  contracts  with  newspapers 
generally  for  the  Dubilier  Condenser  and  Radio 
Corporation,  New  York.  Also  placing  orders 
with  some  Western  newspapers  for  C.  Brandes, 
Inc.,  radio.  New  York. 

Harry  C  Michaels  Company,  113  Lexington 
avenue.  New  York.  Placing  orders  with  some 


of  slaves  for  sale,  and  offers  of  rewards 
for  runaway  slaves  and  indentured  ap- 
^entices.  The  paper  appeared  every 


ednesday. 

It  was  not  long  before  crime  news 
tnade  its  appearance,  and  one  of  the  early 
Bsues  carried  a  three-line  report  of  the 
execution  of  one  Nicholas  Thibault  for 
the  murder  of  a  slave  on  Lake  Huron. 

The  departure  of  Governor  Sir  Guy 


EVI 


Los  Angeles,  Calif. 

t™ned  7,SgS  Dally  Average  Circulation 

8wi>m  OoTemment  fftsfement.  Six  Months 
Jmrtfnt  Sept.  .SO.  1024.  174.280  nally.  Six 
■"nths.  Bndln*  Sept.  30.  1023.  181.785  nally. 
incTeisp  In  Patly  ATorage  Clrcnlatlon.  7.505. 


IT  COVERS  THE  FIELD  COMPLETELY 


HEPHEBEHTATIVE8: 

?•  #04  Tlmea  Bldg.,  Hew  York. 

Logan  Payne  Co.,  401  Tower  Bldg.,  6 
north  Michigan  Aye.,  Chicago. 

*•  J.  Horria  HIU,  710  Hearit  Bldg.,  San 
Prandaoo.  CaMf. 


Positively ! 


the  only  logical 
newspaper  to  cover 
Montgomery  county, 
Pennylvania,  is  the 


Norristonin 
Siraps  l^eraia 


National  Representative 
Paul  Block.  Inc. 

Philadelphia.  New  York.  Chicago, 
Boston,  Detroit 


Pittsburgh 

Press 


“Giant 
of  the 
Newspaper 
World” 

A  Serippg-Howard  Newspapor 


Sapraaantad  by 

ALLIED  NEWSPAPERS, 

me. 


1 

w 

u 

i 

m  r  r  Avn 


Western  newspapers  for  Vital  Foods,  Inc., 
Teco  Pancake  Flour,  Cortland,  N.  Y. 

Porter,  Eastman  dk  Byrne  Cmpany,  22  West 
Monroe  street,  Chicago.  Placing  orders  with 
some  Western  newspapers  for  the  Fuji  Trading 
Company,  oriental  food  dishes,  Chicago. 

Sheridan,  Shawhan  dk  Sheridan,  366  Madistxi 
avenue.  New  York.  Placing  orders  with  news¬ 
papers  in  various  sections  for  the  American 
Bosch  Magneto  Company,  “Bosch  Radio,” 
Springfield,  Mass. 

United  Advertising  Agency,  339  Fifth  ave¬ 
nue,  New  York.  Again  placing  orders  with 
newspapers  in  selected  sections  for  the  Inter¬ 
woven  Stocking  Company,  New  Brunswick, 
N.  J. 

Frank  B.  White  Company,  76  West  Monroe 
street,  Chicago.  Has  secured  the  accounts  of 
the  Manitowoc  Fox  &  Fur  Company,  Manito¬ 
woc,  Wisconsin  and  Albert  Angell,  Jr.,  Com¬ 
pany,  poultry  feeds,  Chicago. 

C.  C.  Wimbigham,  General  Motors  Build¬ 
ing,  Detroit.  Reported  to  have  secured  account 
of  Frederick  H.  Young  Company,  Victoria 
Cosmetics,  Toledo,  Ohio.  Will  place  account 
of  the  General  Necessities  Corporation,  De¬ 
troit,  for  their  Absopure  Frigerators. 

Wood,  Putnam  dk  Wood  Company,  Oliver 
Ditson  Building,  Boston.  Again  placing  orders 
with  newspapers  for  the  Nassau  Development 
Board.  Nassau,  Bahamas,  B.  W.  I. 


Rtprtstnttd  Sationatly  by 
Tba  A  C  BECKWITH  Spadal  Atmmy 


field 
SQ)c  fiour  icT  -Swxrual 
The  Louisville  Times 


Leadership  of 


The  New  York  Times 


In  ten  months  this  year  The 
New  York  Times  published 
22,812,512  agate  lines  of  ad¬ 
vertising,  8,677,122  lines 
more  than  the  second  New 
York  newspaper  aiKl  a  gain 
over  the  corresponding  pe¬ 
riod  of  last  year  of  1,244,238 
lines.  This  great  volume  of 
advertising  was  attained 
despite  the  censorship  of 
The  Times,  under  which 
thousands  of  lines  of  adver¬ 
tisements  were  declined. 


Vae  the 

COMBINATION  RATE 

OF 

The  Gazette  Times 

(Momlat  aiad  Sunday) 

AND 

Chronicle  Telegraph 

(Evaning) 

in  order  to  cover  Pittibnrgh  and 
Western  Pennsylvania  thoroaghly 
at  the  lowest  cost. 


Member  A.  B.  C. 


URBAN  E.  DICE,  Nmt.  Adr.  Mgr. 
GAZETTE  SQ„  PITTSBURGH.  PA. 

National  Roprtaantatlvo; 

E.  M.  BUBKZ,  Ins. 

48nd  and  Broadway,  H.  Y. 
laa  B.  Mlohlgan  Blvd.,  Chloago. 
Oonatitutton  Bldg.,  Atlanta,  Oa. 

B.  J.  BIDWELL  CO. 

74a  Markat  St.,  Ban  Pranciioo,  OaL 
Tlmaa  Bldg.,  Lot  Angalas,  Cat. 


p«r 

Trq  OutC'itij 

- THE  PEORIA - 

JOURNAL 

aransrript 

“  Pi/ts  Try  outs  Over. f 


CHAS.  H.QDDYC0. 

I  New  Vxk  -  Chicago  -  Boston 


42 


Editor  &  Publisher  for  i^ovember  7 ,  1925 


WHERE  DO  THE  CHECKING  COPIES  GO, 
AD  MANAGER  ASKS  AGENCIES 


Lack  of  System  Seems  to  Prevail  Between  Agency  Departments 
as  Repeated  Requests  Arrive  for  Copies  Already 
Forwarded  He  Declares 


MANAGER 


upon  him.  Here  he  had  a  collection  of  tracted  numerous  “sideshows”  by  othcj 
curiosities,  such  as  stuffed,  monkeys,  parties,  greatly  to  Bamums  aiii.,yani-) 
gander  skins,  and  Qiinese  relics  and  such  In  self-defence  he  fitted  out  a  circus  coir, 
attractions  as  industrious  fleas,  educated  pany,  which  performed  on  the  same  d; 
dogs,  automatons,  ventriloquists,  albinos,  and  in  the  same  neighborhood  that  t- 
fat  boys,  dwarfs,  Indians,  giants,  strange  menagerie  and  museum  exhibited.  Whr 
animals  and  weird  novelties.  an  opposition  show  threatened  to  inter- 

It  was  claimed  that  the  “Fejee  Mer-  Barnum  had  only  r 

maid”  was  a  curiosity  which  Barnum  had  connect  his  two  companies  and  cumpe  . 

manufactured.  This  was  not  so.  He  did  tion  was  killed  immediately. _ 

use  stunts  and  schemes  to  bring  it  before  ’ 

the  public.  He  was  clever  in  arousing  Next  Week:  “The  Woolly  Horse”  . 
curiosity,  then  springing  it  on  the  public  _ 


**/^0-OPERATIOX”  and  “co-ordina-  explanation  was  acknowledged  and  the  through  sensational  advertising.  But  the 
tion”  are  so  much  emphasized  in  statement  was  made  that  the  agency  had  “Fejee  Mermaid”  really  existed,  although 
the  advertising  of  the  advertising  agen-  cancelled  that  insertion  and  did  not  desire  not  as  pictured  on  the  sensational  posters. 


tion”  are  so  much  emphasized  in  statement  was 
the  advertising  of  the  advertising  agen-  cancelled  that 
cies,  it  would  not  seem  unreasonable  to  a  make-good, 
expect  advertising  agencies  to  be  both  With  less  k 
highly  co-operative  and  thoroughly  co-  this  might  h 
ordinated.  the  incident,  b 


It  was  with  his  “side  shows”  or  tem- 


With  less  knowledge  of  agency  methods  porary  enterprises,  that  Barnum  was  at 
this  might  have  been  taken  as  closing  his  best  in  devising  advertising  schemes. 


ordinated.  the  incident,  but  with  previous  experiences  He  was  constantly  on  the  look--out  for 

Perhans  thev  are  But  if  anvthing  like  t)f  a  somewhat  similar  nature  in  mind  queer  novelties  with  his  ad\ertising  pos- 
tomSletrco-o^ination  S  an  outstanding  there  was  no  surprise  in  the  office  when  sibdities.  ,  ,  ,  ,  . 

characteristic  of  the  average  advertising  three  weeks  later  there  came  to  the  ad-  He  once  attempted  to  buy  the  home  in 
agency,  the  writer’s  experiences  as  a  for-  vertising  department  another  request  for  which  Shakespeare  was  born  and  ship  it 
eign  advertising  manager  on  a  daily  news-  ^  paper  of  the  now  well  remembered  to  America,  but  British  pride  killed  that 

date.  Patiently  another  letter  was  writ-  scheme. 


paper  and  his  earlier  observations  in  date.  Patiently  another  letter  was  writ- 
magazine  publishing  have  been  unique,  ten.  in  which  not  only  was  the  whole  Aimi^  other  things  was  the  Purchase 

The  most  glaring  lack  of  co-ordination  matter  explained  for  the  third  time,  but  f‘^r  $4,000  m  Pans  of  Robert  Houdm  s 

in  the  varied  activities  of  the  ordinary  ad-  reference  was  made  to  both  of  the  previ-  the  ^  F^inelal 

_ _ _ . ni.c  eflfortc  tn  tnake  tbiiKTs  rlear  Panoramic  Dioramia  of  the  Funeral 


EACH  WEEK 

Men  find  employment 
Publishers  find  assistants 
Newspapers  locate  materials 

THROUGH 
CLASSIFIED  ADS  in 

Editor  &  Publisher 


vertising  agency  seems  to  be  between  the  ous  efforts  to  make  things  clear. 


checking  department  and  the  rest  of  the  So  far  as  the  advertising  department  There 

organization  The  outsider,  indeed  might  of  the  paper  was  concerned  that  did  enU  order  in  Pans  at  a  cost  of  $3,000.  There 
urgdiiizduoii  1  lie  uuibiucr,  iiiuccu,  luigiii  i  ^  famous  Panorama  of  the 

well  conclude  that  the  interdepartmental  the  matter,  it  was  made  to.  lJut  it  Palare  namteH  tn  Ramnfn’s  orH.-r 

slogan  of  the  agencies  is  “Let  not  thy  didn’t  stop  the  influx  of  requests  for  ,  T  nmonr. 


slogan  of  the  agencies  is  “Let  not  thy  didn  t  stop  the  intiux  ot  ^  requests  tor 
left  hand  know  what  thy  right  hand  do-  checking  copies.  They  continued  to  come 


It  is  fully  understood  that  an  agency  consigneu  lu  me  wasic-u««^ci  a.uug  Highlanders,  not  Swiss,  but 

handling  a  large  numberof  accounts  faces  with  the  daily  grists  o  pubic  >  never  spoke  no  one  was  ever 


in  at  intervals  for  several  weeks,  and 
were  consigned  to  the  waste-basket  along 


by  the  celebrated  De  Lamano. 

He  engaged  for  its  first  American  tour 
in  1844,  the  Swiss  Bell  Ringers.  They 


something  of  a  problem  in  checking  all  4irect-rnail  advertising. 


of  the  insertions  in  all  of  its  schedules.  .  The  foregoing  is  an  extreme  case,  it 
The  obvious  soluti  m,  of  course,  is  a  *ct  it  is  typical.  It  is  by  no  “side  show”  always  had  greater  pub- 

carefully  arranged  system,  backed  by  ^^aiis  unusual  to  send  checking  copies  material  than  the  big  show.  It  was 

the  co-operation  of  the  publishers.  If  'u  1849  that  Barnum  first  projected  his 

the  latter  can  be  obtained,  the  former  advertisement.  It  is  beyond  the  realms  great  traveling  museum,  called  “Barnum’s 
need  not  be  at  all  difficult.  probability  that  they  are  all  lost  in  Great  Asiatic  Caravan,  Museum  and 

The  writer’s  experience  points  strongly  ‘  Menageries.”  He  chartered  a  ship  and 

to  the  lack  of  any  such  system  in  the  "ot  \vhen— as  is  often  the  case— they  are  dispatched  it  to  Ceylon  for  elephants, 

offices  of  a  good  many  of  the  foremost  registered  first-class  tnail  and  a  \\  hen  the  ship  arrived  with  the  elephants, 

agencies,  for  the  publisher’s  co-operation  receipt  is  demanded  and  obtained,  he  started  operations  under  the  patronage 

has  been  provided  by  him  in  the  greatest  .The  agencies  get  the  checking  copies,  of  General  Tom  Thumb,  which  had  its 

possible  degree.  without  doubt.  But  what  do  they  do  publicity  advantages. 

i.,  with  them?  The  popularity  of  this  exhibition  at- 


thc  wiser.  The  name  had  a  good  adver- 


is  true,  lei  u  is  A  “side  show”  always  had  greater  pub- 

means  unusual  to  send  checking  copies  material  than  the  big  show.  It  was 


has  been  provided  by  him  in  the  greatest  agencies  gei  me  c.  ecKu.g  cup.«, 

possible  degree.  ''’.thout  doubt.  But  what  do  they  do 

In  the  fir.st  place,  every  agency  run-  them. 

ning  copy  three  more  times  a  week  is  - 

placed  on  the  regular  mailing  list  and  is  TRAIL  BLAZERS  OF 

sent  a  paper  every  day.  In  the  second  ADVERTISING 

place,  those  agencies  running  copy  regu-  _ 

larly,  but  less  frequently  than  three  times  c-  »  i  »  ii  t 

a  week,  and  those  which  run  copy  irregu-  ‘"***“™*"‘ 

larly  are  sent  special  copies  of  those  is-  - - - 

sues  in  which  their  advertising  appeals.  (i  nntinucd  rrotn  t  age  5) 

This  special  mailing  is  taken  care  of  - ^ 

by  the  chief  subscription  clerk  who  has  at  him.  Being  determined  not  to  disappoint 


cMnenm 

most  select 

Circulation 

©lie 

PaltniSeacIt 


The  popularity  of  this  exhibition  at- 


FRANK  PFILDES  PUBLISHER 


First  Installment 


{Continued  I-'roni  Page  5) 


her  desk  a  card  index  of  every  foreign  ad  the  audience  Barnum  blacked  up  and 
carried  by  the  paper.  Each  afternoon  she  sang  the  songs  advertised. 


obtains  from  the  makeup  man  his  schedule  He  pulled  many  bold  advertising  stunts 


of  the  day’s  foreign  advertising.  She  in  the  old  .\merican  Museum,  such  as 


notes  each  ad  and  bv  reference  to  her  in-  the  Niagara  halls  in  full  flow,  the  Fejee 


dex  ascertains  to  whom  a  checking  copy  Mermaid,  which  puzzled  _  naturalists. 


should  be  sent.  She  then  addresses  a  General  Tom  Thumb,  and  his  capitaliza- 


wrapper  on  the  typewriter  and  initials  the  value  of  dwarfs.  The  Jemiy 

ad  in  a  space  provided  on  the  schedule  Lind  concert  enterprise  was  the  first  big 


card.  The  wrappers  are  sent  to  the  mail-  'lational  advertising  campaign  in  America 

ing  room  along  with  the  other  “singles”  nation. 

and  the  card  is  sent  to  the  writer,  who  .  ^  erhaps  the  rmist  spectacular  advertis- 


checks  it  again. 


ing  outside  the  big  circus  was  the  ruses. 


In  addition,  tear  sheets  are  sent  with  iHcks  and  schemes  to  stir  the  imagination 
monthly  bills,  when  requested,  and  the  people.  Barnum  \vorked  some  of 


paper’s  New  York  and  Chicago  repre-  publicity  stunts  at  the  American 

sentatives  are  supplied  with  copies  daily  'Museum,  where  the  public  first  smiled 
In  spite  of  these  efforts  to  put  check-  _ 


ing  copies  into  the  hands  of  the  agencies, 
special  requests  for  copies  for  checking 
purjxises  are  received  with  a  frequency 
that  makes  it  certain  that  the  post  office 
can  not  be  at  fault  in  the  matter. 

A  striking  example  of  the  utter  lack 
of  co-ordination  that  obtains  in  some  agen¬ 
cies  is  afforded  by  a  recent  experience 
with  one  of  the  leading  agencies  of  the 
country. 

.\n  advertisement  was  scheduled  for  in¬ 
sertion,  but  was  omitted  because  the  iieces- 
ary  mat  did  not  arrive.  f)n  the  afternoon 
of  the  day  upon  which  the  ad  should  have 
appeared  the  agency  was  sent  a  letter 
explaining  the  omission  and  asking  for 
instructions  for  a  make-good  date. 

Previous  experience  indicated  that  no 
reply  would  be  received — and  none  was. 
But  in  a  few  days  there  came  a  request 
for  a  checking  copy  of  the  issue  in  which 
the  ad  should  have  been  printed.  Im¬ 
mediately  upon  its  receipt  a  second  letter 
was  sent  the  agency,  again  explaining  the 
cause  of  the  omission.  A  week  later  a 
letter  was  received  in  which  the  second 


QRAUURE^ 
SECTIONS 
PRINTED 


^  A  few  pennies 
may  save  your  life! 

are  exposed  to  tuberculosis  germs  every  day. 

-I  T  he  only  sure  defense  against  tuberculosis  is  to  stamp 


SPECIAL  AND  REQULAR 
EDITIONS.  N\AC3A7.1NE 
INSERTS  AND  COM¬ 
MERCIAL  IDORK 


^  Standard  Qravure 
\  Corporation 


out  the  dread  disease  entirely.  It  can  be  done. 

1  oday  only  one  person  dies  from  tuberculosis  where 
two  died  before.  The  death  rate  from  consumption  has 
been  cut  in  half  by  the  organized  warfare  carried  on  by 
the  tuberculosis  crusade.  This  organized  warfare  to  stamp 
out  this  dread  disease  is  financed  by  the  sale  of  Christ¬ 
mas  Seals. 

Buy  Christmas  Seals.  Buy  as  many  as  you  can.  They 
cost  but  a  penny  apiece— but  your  dollars,  added  to  other 
dollars,  will  save  many  lives  and  protect  you  and  your 
family  from  the  spread  of  tuberculosis. 


1  such  a, 
on  the 
one  1<> 
,  forema 
L  a  JHisi 
I  such  a 
I  satisfa 
1 

'  busine 
chanic 
posed 
ments. 
1  of  coc 

I  ous  p< 
to  bri 
tween 
ble  ex 
i  purpo: 
[  speed 
'  to  gel 
lay,  a 
'  grade 
co-op< 
ments 

If 

I  ments 
work 
if  exi 
partn 
betwe 
betw< 
busin 
posin 
It 
of  ai 
flimi 
ance 
parti 


Stamp  Out  Tuberfulait 
v.-ith  tiii 
Chriumai  Seat 


-OUISUILLE  Kg 


THE  NATIONAL,  STATE,  AND  LOCAL 
TUBERCULOSIS  ASSOCIATIONS  OF  THE  UNITED  STATES 


i 


Editor  &  Publisher  for  November  7,  19. 


otlicg  r  passing  through  a  forest  may  not  see  it  the  copyreaders,  the  composing  room  and 

">ancrj|  HOW  EDITORIAL  LAXITY  ^or  the  trees,  though  fully  aware  of  the  the  proofroom,  so  arranged  that  all  new 

IS  CO!:.  NIBBLES  PROFITS  beauty  and  great  resource  of  the  whole,  orders  or  changes  from  the  style  book 

™  d;  I  so  may  a  newspaper  man,  engrossed  in  would  be  placed  on  a  hixik  under  the  head- 

lat  til  (Contintted  from  page  9)  the  pursuit  of  his  individual  work,  fail  ing  "Changes  of  Style"  on  each  of  the 

Will-  ^ _ to  see  something  with  which  he  should  bulletin  boards.  Thus  every  department 

'  inter*  n  .  .  •  j  impressed.  He  may  have  would  have  the  same  orders, 

inly  til  such  affairs  and  usually  will  lay  his  cards  learned  much,  but  may  have  failed  to  ap-  Another  portion  of  the  board  .should  be 
'■mptut  on  the  table  and  give  a  square  deal  to  pjy  the  valuable  knowledge.  devoted  to  "Spelling  of  Names,"  both 

one  looking  for  a  solution.  At  least  the  \s  a  wcKxlsman  glories  in  the  possi-  proper  and  geographical,  siuestions  re- 

foreman  that  will  not  do  so  is  unfit  for  bilities  of  a  great  forest,  so  also  does  the  garding  which  are  constantly  arising. 


one  looking  for  a  solution.  At  least  the 
foreman  that  will  not  do  so  is  unfit  for 


a  position  of  responsibility.  Generally  newspaper  man,  whatever  his  station,  Another  space  should  be  used  for  “Mis- 

such  a  conference  will  result  in  a  more  take  pride  in  his  craft  and  profession,  cellaneous  Instructions.” 


satisfactory  understanding. 

Every  well-organized  newspaper  has  its 
business  council,  editorial  council,  me- 


V— THE  SOLUTION 


Still  another  part  of  the  board  should 
be  devoted  to  “exhibitions”  of  “IiKorrect 


business  councilj  cditorisi  council^  tnc"  .  \I3rlcin1rs**  bv  tlic  convrtscl^rs  tbp  f>rnnf» 

chanical  department  council,  etc.,  com-  It  is  not  necessary,  of  course,  to  point  readers,  or’  setting  ^bv  the’  operators, 
nosed  of  the  heads  of  the  various  depart-  foreman  t^  advantages  that  'ru„„  r  fi>  iilai-Ml  rMiK-  in 


S.  Thesrconference:\TM^  -uW  be  Tained  if  U  were  '^^Isili;  t^ 

of  cour.se,  for  the  discussion  of  the  vari-  all  the  matter  for  t^  first  edition  unimial  thing'^'to  have’^  copy 

ous  p<il!cies  and  problems  to  be  met  and  read  and  corrected  before  being  placed  in  jj  composing  rotfm  marked  con- 

,0  bring  about  closer  co-ordination  be-  ‘ forms.  It  would  not  only  mean  a  to  the  S 

itt-een  the  departments.  With  the  possi-  clean  first  edition  but  prevent  an  almost  ,  -  ,  ^  n..,.,  i:n„*..n„  lo 


to  bring  about  closer  co-ordination  be¬ 
tween  the  departments.  With  the  possi- 


reach  the  composing  room  marked  con¬ 
trary  to  the  rules  of  the  style  Ixiok. 


en  the  departments.  With  the  possi-  tu.i.wii  uui  an  annual  ,  .  cases  a  new  linotvne  oneratnr  is 

pvrention  of  the  editorial  council  the  endless  amount  of  correcting  in  the  forms  ^  ♦  ru  i  .  ’  f  ii  o  L' pe  <  perator  is 

Toi  these  cSerences  are  to  and  avoid  , many  errors  in  the  rush  to  the  markings  of  the 


speed-up,  economize  in  time  and  money ; 
to  get  the  best  product  at  the  least  out¬ 
lay,  and  to  present  to  the  public  a  high- 


make  the  first  and  second  editions. 


copy  reader.  It  should  be  marked  cor- 


As  this  is  manifestly  impossible  with  tjie  operator  naturally  follows 

regard  to  matter  coming  into  the  compos-  ‘  j  r  .i 

iniT  ronm  ivifhin  fan-  minntac  nf  adiVinn  ''hell  there  IS  ally  douht  of  tllC  COr- 


accnie  to  an  organization  by  the  estab¬ 
lishment  of  the  foregoing  plan,  with  strict 
enforcement  in  each  of  the  departments, 
the  following  may  be  confidently  ex¬ 
pected  : 

1 —  Better  co-operation  between  depart¬ 
ments  : 

2 —  more  satisfied  personnel ; 

3 —  An  improved  individual  production 
ill  quantity  and  quality  ; 

4— — Prevention  of  at  least  fifty  per  cent 
of  the  errors  that  usually  appear  in  early 
editions ; 

5 —  Speeding  up  of  the  work  from 
writer  to  the  forms ; 

6 —  More  thorough  instruction  to  ap¬ 
prentices  and  a  better  morale  of  the 
future  printer ; 

7 —  .\  gradual  improvement  in  literary 
style  and  typographical  workmanship, 
which  will  be  reflected  upon  the  reading 
Dublic,  and 

8 —  An  appreciable  .saving  in  time  and 
money. 

Thi*  is  the  last  of  two  articles  by 
Mr.  Edwards. 


irradc  newsDaoer  every  dav  Thus  the  '"8  room  within  a  few  minutes  of  edition  .  r  Tif  ^  uouni  oi  ine  cor- 

grade  newspa^r  every  aay  inus  tne  s  alternative  is  to  have  conv  legi-  ^ectness  of  copy,  the  operator  should  con- 

co-operation  of  the  heads  of  the  depart-  ‘""‘‘.the  ^t^ernative  is  suit  the  liaison  man.  If  the  copvreader 

ments  is  essential  to  the  best  results.  edited.  Inis  will  insure  nreoared  the  conv  contrary  to  stvle 

If  .u-  •  I _ £  _£  j _ *  sneed  hv  the  oneratnr  and  a  mna  invan-  copy  lomrary  to  Style, 


I  this  is  true  of  the  heads  of  deoart-  sPeed  bv  the  operator  and  almost  invari-  'a 

It  tnis  IS  true  01  me  neaas  ot  aepari-  e  -  *  ,h,Vh  means  that  it  will  should  be  made  of  the  fact  and  post- 

ments  why  would  not  the  same  principle  J  or^freader’s  t^e  9"  ‘.^e  bulletin  board  in  the  news  room 

work  to  the  advantage  of  the  organization  occupy  little  ot  the  prootreader  s  time  j^e  rule  covering  the  case  In 

If  extended  to  the  nersonnel  of  their  de-  ^UU  eliminate  corrections  111  the  forms.  .u  .  vovcniiy,  me  case,  iii 

irSe US’  If  teat^3c  b  Style  books  should  be  carefully 

partmeius .  ii  team  worx  is  aesiraoie  as  /  .  .  .^vie  nf  copy,  his  attention  should  be  called  to 

between  the  heads,  why  not  team-work  ''orked  out  to  cover  the  general  style  ot  c  :  *  ..  . 

between  the  individual  workers  of  the  paper,  giving  samples  of  various  de-  .  •  P®  i  S  out  me  rea.on  or  rule  cov 

tetween  t^  individual  workers  ot  the  ‘  r  .V  guidance  of  the  nature  of  a  rebuke, 

business  office,  the  news  room,  the  com-  P-irmieniai  worx  lor  me  guiaance  oi  me  ,  .  assist  him  and  in  the  in- 

nosing  room  the  nressroom  mailers  etc  ’  reporter,  copvreader,  operator  and  proof-  .  ’  c  i 

pos mg  room,  me  pressriwm,  mauers,  etc. .  ^  To  obtain  the^st  results  it  is  ‘crest  of  general  efficiency.  So,  also. 

It  seems  a  safe  assertion  that  the  head  reaaer.  lo  ooiain  me  nest  results  it  is  j,  -l  nroofreader’s  attention  he 
of  anv  department  would  agree  that  the  more  essential  and  reasonable  to  have  the  ‘  jj  ^  ^  incorrect  marks  on  proof- 

elimination  of  the  real  or  fancied  griev-  copy  prepared  in  accordance  with  the  ,  ,  ‘t-,  correct  marks  on  prooi 

elimination  01  tne  real  or  lancied  griev  e  g  onerator  to  ^’'cets.  These  notices  will  tend  to  cause 

ance  would  be  an  advantage  to  his  de-  man  to  expect  tne  operator  to  ^  .  .  .  ,  ,  . 

partment.  If  this  is  true,  why  not  devise  change  the  copy  as  he  goes  along.  A  ‘"c  '’ules  and  thus 

some  means  of  giving  a  hearing  to  all  reporter  is  the  source  of  supply  of  copy 
such  complaints  and  adjudicating  them  as  should  be  expected  to  pre^re  his 


the  circumstances  may  justify?  Like-  lut  aijic  uuua.  >  .  c.  .  r  :„,,prtion  in  the  stvle 

wi«e  whv  not  invite  and  encourage  sug-  wth  a  view  to  minimizing  the  ^  i  '"scriion  in  tne  st>ie 

wi.e,  wny  not  invite  ana  encourage  sug  .  r  anri  rnrrarfir.nc  ai^  fa  when  a  revision  of  the  same  occur.s. 

scstions  by  employes  for  betterments  in  number  ot  errors  and  corrections  and  ta-  keeping  the  matter  standing  such  cor- 
their  deoartments  ’  cilitating  the  work  all  along  the  line  that  '‘y  seeping  tne  matter  stanaing,  siKn  cor 


copy  in  accordance  with  the  style  book 


perfect  and  speed  up  the  work. 

When  a  change  is  made  from  the  style 
given  in  the  book,  a  copy  should  be  pre- 


their  departments? 

Once  it  is  well  established  that  an  em¬ 
ploye  may,  without  prejudice,  bring  any 


the  following  plan  is  proposed : 

In  military  affairs  a  liaison  officer  is 


suggestion  or  grievance  before  a  just  often  necessary  to,  keep  the  various 
arbiter,  a  long  step  will  have  been  t.aken  branches  of  the  service  in  touch  with  each 
to  insure  co-operation  and  harmony.  other. 

For  the  benefit  of  the  apprentice  and  “  seems  that  such  a  man  is  necessary 
the  younger  printer,  it  is  suggested  that  to  co-ordinate  the  news  rwim,  the  corn- 
system  and  neatness  about  the  frame  and  posmg  room  and  the  proof  room, 
the  machine  are  not  only  assets  to  the  ji^vc  the  copy  properly  prepared  is 

workman  but  are  indicative  of  his  ambi-  P**”  the  battle.  Especially  is  this  true 
tion  and  thoroughness.  There  should  be  ^  large  office  where  strange,  operators 
a  place  for  everything,  and  everything  are  constantly  coming  and  going. 


put  in  its  place  when  not  in  use. 


The  copyreaders  .should  have  copies  of 


An  important  essential  in  newspapei  the  style  book  for  their  general  guid- 
work  is  dispatch.  The  systematic  printer  ance  in  preparing  the  copy,  and  they 
will  accomplish  more  with  less  exertion  should  be  kept  posted  as  to  changes  of 
than  the  unsystematic  workman.  The  style  as  hereinafter  suggested.  This  duty 
ambitious  one  will  give  thought  to  his  would  fall  to  the  liaison  man,  who  should 
work  and  seek  the  best  way  of  perform-  '>«  jurisdiction  of  the  foreman 

iog  it  of  the  composing  room  and  have  charge 

One  thing  that  should  be  avoided,  how-  of.‘hf  correction  bank  and  the  work  per- 
ever,  is  falling  into  a  rut.  One  should  thereto.  For  this  position  a 

not  be  satisfied  with  just  one  way  to  trained  proofreader  would  be  best 
accomplish  a  given  end,  but  experiment,  cqu'PPcd.  ...  ,  , 

for  there  may  be  a  better  way  than  the  should  consult  the  authorities  of  the 

familiar  way.  The  printing  business  and  three  departments  and  disseminate  infor- 


newspaper  work  constitute  a  lifelong 
educational  institution,  and  new  ideas 
should  be  sought  continually. 

It  seems  appropriate  to  apply  to  the 
newspaper  the  simile  of  the  phrasing  of 
a  great  educator  in  describing  the  esprit 
de  corps  of  a  university.  To  maintain 
the  individuality  and  energy  of  the  mem- 
hers  of  the  staff  and  at  the  same  time 
envisage  the  spirit  of  the  whole  is  not 
without  difficulties.  It  is  illusive,  but 
real;  intangible,  but  patent.  As  one 


In  New  Orleans  IPs 

THE  MORNING  TRIBUNE 

(Published  toeek-day  mornings) 

THE  NEW  ORLEANS  ITEM 

(Published  week-day  afternoons) 

THE  ITEM  TRIBUNE 

(Published  Sunday  mornings) 

Sold  to  National  Adrertiser*  at 
a  combination  rate  ISc  a  line 
Week-day*  and  18c  a  line  Sun¬ 
day*. 


■long  mation  by  means  of  bulletin  boards  or 
ideas  citherwise  when  necessary. 

Bulletin  boards  .should  be  provided  for 


rcctions  can  be  made  at  convenient  times, 
say,  quarterly,  and  at  small  expense. 

To  summarize  the  advantages  that  will 


The  Morning 
Telegraph 

Is  the  giant  influence  on 
♦he  Turf,  in  Society,  Music, 
Theatre,  Motion  Picture 
and  Finance,  having  the 
largest  circulation  of  any 
Daily  in  the  United  States 
at  a  ten-cent  Price. 

Circulated  in  every  State 
in  the  Union  and  th^  prin¬ 
cipal  capitals  of  Europe. 

An  exclusive  market  for  its 
advertisers. 

diorninQ  Srlrgrapli 
50th  St.  ft  8th  Ave.,  N.  Y.  City 


^he 


Dispaldi-Md 


Leads  the  *econd  Erie,  Pa.,  news¬ 
paper  in  circulation,  local  adver¬ 
tising,  national  advertising  and 
good  will  of  its  public,  and  leads 
by  a  good  margin. 

Erie.  Pa.,  Dispatch-Herald 

WILLIAM  A.  HENDRICK,  Publisher 
LOUIS  BENJAMIN,  Treas.  &  Gen.  Mgr. 
CHAS.  H.  EDDY  CO.,  Representatives 
New  York  Chicago  Boston 


NEW  YORK  STATE 

Westchester  County’s 

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Mount  Vernon  and 
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THE  STANDARD  STAR 

of 

New  Rochelle 

Both  Momhert  of  A.  B.  C* 

Westchester  Newspapers,  Inc. 

Franklin  A.  Merriam,  Pret. 
Mount  Vemon — New  Rochelle 


Editorial  Research  Reports 

is  an  independent  research  or¬ 
ganization.  It  is  not  subsidized. 
Its  support  is  entirely  from  news¬ 
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Its  wholly  impartial  reports 
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Its  clients  include  more  than 
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Editor  &  Publisher  for  November  7,  1925 


REPORTING  MUST  BE  IMPROVED  TO  Quick  apprecmtion  of  a  situation,  aWlity 

_  to  readjust  and  coordinate  under  varied 

CLARIFY  NEWS  STREAM  and  difficult  conditions  to  inspire  confi- 

dence,  translate  into  clear  American  the 

U  L  J  CL  JJ  m  i  ^  f  rj**.  •  i  Profound  and  technical  presentations  of 

Haphazard,  Shoddy  Stories  Resulting  from  Neglect  of  Editorial  specialists— these  are  the  desired  qualities 

Men,  Who  Look  Forward  to  Better  Jobs  in  Other  reporting  that  are  too  often  lacking. 

-  .  p  D  A  perhaps,  is  part  of  the 

Lines — Encourages  rress  Agentry  explanation  of  the  phenomena  noted  above. 

Big  business  is  not  haphazard.  They  do 
By  PHILIP  KINSLEY  not  make  publicity  appropriations  year 

after  year  for  amusement  or  for  the  sole 

ARLES  M.  SCHWAB  arose  to  de-  well  liked  by  reporters.  He  always  had  benefit  of  the  public. 

^  liver  an  address  recently  at  an  im-  news  for  them.  He  was  genial  and  dem-  To  clarify  the  news  stream  the  report- 

portant  conference  on  industry  and  educa-  ocratic.  He  would  talk  freely  to  re-  ing  medium  must  be  improved. 

tion  at  the  Uni-  porters.  But  when  it  came  to  publication  Getting  back  to  Mr.  Schwab,  he  gave 

-  versity  of  Chi-  he  never  permitted  himself  to  be  quoted  this  recipe  for  success  in  any  business— 

cago.  The  speech  unless  he  had  written  the  statement,  take  each  detail  and  study  it  to  finality, 
he  was  supposed  There  was  an  element  of  distrust  there,  until  you  are  certain  it  cannot  be  im- 
to  deliver  had  The  late  Levy  Mayer,  great  Chicago  proved. 

been  sent  out  to  lawyer,  had  the  same  rule.  Every  word  This  advice  might  go  for  the  often  neg- 
newspapers  and  he  was  to  say  in  print  had  to  be  submitted  lected  reporting  detail  of  the  newspaper 
press  associa-  to  him  first.  _  business. 

tions  in  advance.  This  element  of  distrust  is  worthy  of  There  are  many  reporters  at  work  to- 
subject  to  release  study.  day  who  remain  against  their  own  finan- 

in  customary  man-  When,  if  ever,  does  the  agenda  of  edi-  cial  interests  because  they  love  the  work, 
ner.  tors  or  publishers’  conference  contain  an  Mr.  Chesterton  writes  somewhere; 

The  steel  king  important  section  devoted  to  consideration  “If  a  man  really  loved  Clapham,  as  man 

looked  over  his  of  reporting?  loves  woman,  so  that  its  meanest  lamp 

audience  and  had  Is  not  this  caution  on  the  part  of  public  posts  were  a  delightfully  fascination,  Clap- 
Philif  Kinslev  ^  impulse,  men,  this  growth  of  the  public  relations  ham  would  arise  in  towering  pinnacles  of 

Thoughts  came  to  department,  due  in  part  to  this  neglect,  beauty." 

him  that  had  not  the  old  idea  that  reporters  can  be  picked  The  newspaper  office  often  seems  a 
occurred  when  he  had  indicated  to  his  up  anywhere  at  any  time?  hard,  cold,  semi-military  institution  in  mat- 

publicity  expert,  in  another  atmosphere.  If  the  reporter  follows  the  line  of  least  ters  of  discipline,  a  machine  that  takes 
the  line  of  ideas  he  wished  to  present.  resistance,  if  he  does  not  see  big  men  and  little  thought  for  the  Individual,  yet  there 
And  so  he  blithely  tossed  his  prepared  probe  their  ideas,  if  he  does  not  appre-  is  passion  for  service,  ideals  of  duty, 
speech  aside,  informing  his  audience  it  ciate  them  when  he  does  get  them,  what  often  tucked  away  there.  Under  the  cyni- 
had  really  been  written  by  Ivy  Lee,  pub-  is  the  public  to  get  from  its  news  col-  cism  and  the  sophistication  lies  this  vein  of 
lie  relations  man  for  the  steel  corpora-  umns  but  inspired,  shoddy,  haphazard  gold,  the  desire  for  good  work, 
tion,  and  they  could  read  it  in  the  morn-  stuff?  Why  not  mine  away  at  this  for  a  time, 

ing  papers.  He  proceeded  to  unbutton  There  are  schools  of  j'ournalism  but  Mr.  Publisher,  instead  of  canned  features 
and  give  some  of  his  own  homespun  ideas,  their  effect  is  not  yet  felt  in  big  news-  and  premiums  ?  Many  newspapers  today 

In  the  meantime,  however,  the  speech  paper  offices.^  _  might  be  compared  with  the  newest  drug 

had  been  released  and  printed  and  some  The  reporting  job  is  still  handled  un-  stores,  the  original  purpose  lost  in  a  maze 
of  the  papers  never  caught  up  with  the  scientifically.  ...  of  accessories  and  fancies, 

truth  of  this  situation.  Mr.  Lee  had,  in  The  reporter  carries  with  him  more  The  need  for  good  reporting  will  not 

this  writer’s  opinion,  written  a  very  able  prestige  than  ever  before  and  he  is,  on  grow  less.  It  is,  as  every  city  editor 

address,  better  in  some  respects  than  the  the  whole,  a  more  alert,  intelligent,  busi-  knows,  very  urgent  at  times.  In  emergen- 

one  actually  delivered.  oess  like  type  than  in  the  old  days  of  the  cies  they  must  know  their  material  to  the 

The  point  is  where  do  the  reporters  genius  and  classic  drunkard.  .  .  last  reaction.  This  base  can  only  be 

come  in.  and  whv  has  this  method  of  The  old  sense  of  this  as  inferior  job,  ^ _ 

getting  out  “news”  come  about?  which  was  and  still  is  inspired  by  the  fact 

One  reason,  of  course,  is  the  mechanical  **  ^  *  *"^^1  money  job,  and  that  Buffalo,  The  Wonder  City  of  America 

and  haste  demands  of  the  papers,  but  has  uncertain,  limited  future,  is  lessen-  - 

there  is  another.  e  t-  c  •  •  D  1  AD  X»a  1.1 

The  same  situation  was  presented  at  Men  demand  a  feeling  of  security  in  DUIialO - A  rrotltable 

the  annual  banquet  of  the  Audit  Bureau  ‘hc'r  work,  an  outlet  that  is  not  too  limi-  w  i  .  /  .  , 

of  Circulations  in  Chicago  a  few  weeks  ted,  a  sound  basis  for  happiness  m  their  Market  lOF  AdVertlSerS 

ago.  At  least  two  speeches  went  out  wotk. 

from  there  which  never  were  delivered.  The  newspaper  situation  calls  for  c-i^  r  rr  i  i  j-j 

and  were  printed  in  part  as  having  been  sounder  reporting,  yet  it  lacks  the  appeal  «»  Buffalo  are  splendid 

delivered.  1°  attract  and  hold  men  of  unusual  ability.  for  advertised  goods.  Employ- 

Has  it  come  about  that  men  of  affairs.  There  are  long  waiting  lists,  yes.  The  ment  conditions  excellent, 

whose  words  are  golden,  do  not  trust  market  is  easy.  But  the  turnover  is  too  retail  and  other  business  thriv- 

reporters  to  report?  great.  To  many  it  is  still  only  a  step-  newspaper  wiU  put 

It  happens  that  reporters  were  present  Pmg  stone  to  more  money.  They  may  ‘"K-  newspaper  wm  put 

at  both  of  these  affairs  and  what  hap-  have  a  letter  future  in  some  cases  in  this  your  story  over  to  8?%  of  the 

pened  was  reported,  but  they  might  have  public  relations  work  of  which  I  people — that  paper  is  the 

taken  the  advanced  “canned*’  material  spoken.  Through  this  field  many 

for  fact,  never  gone  near  the  meetings  and  have  gone  into  ei^utive  positions  with  BUFFALO  EVENING  NEWS 

nothing  odd  been  thought  of  it.  big  corporations.  The  reporting  job  looks  „  ,  Jc  p  «  ,  I 

This  has  happened  on  other  occasions.  s^aU  and  far  away  to  them.  Read  tn  4  out  of  S  Buffalo  homes 

Between  the  public  and  many  leaders  of  The  need  here  as  everywhere  else  is  for  Eihrard  H.  Butler,  EdKor  and  PubUeher 
industry  and  thought  a  barrier  has  been  intelligence.  .  ,  .  l^Uy-^th  C«,p«.y.  Repr..«,t.ttv. 

built  The  public  consumption  thought 

has  been  guided  and  prepared  by  ex-re-  _  _  “  alter  all,  is  the  tunction  ot  a  news- 

porters,  now  press  relations  employes  of  - - 

great  corporations.  !■  .  - - 


Haphazard,  Shoddy  Stories  Resulting  from  Neglect  of  Editorial 
Men,  Who  Look  Forward  to  Better  Jobs  in  Other 
Lines — Encourages  Press  Agentry 


By  PHIUP  KINSLEY 


Philip  Kinsley 


Ruffalo,  The  Wonder  City  of  America 


Buffalo  —  A  Profitable 
Market  for  Advertisers 


Sales  in  Buffalo  are  splendid 
for  advertised  goods.  Employ¬ 
ment  conditions  excellent, 
retail  and  other  business  thriv¬ 
ing.  One  newspaper  will  put 
your  story  over  to  8?%  of  the 
people — that  paper  is  the 


BUFFALO  EVENING  NEWS 

Read  in  4  out  of  S  Buffalo  homes 
Edward  H.  Butler,  EdKor  and  PubUslier 
KeUjr-Stnlth  Company,  Rapraoantathrm 
Marbridye  Bldf.  Lyttoo  BUy. 

New  York,  N.  Y.  CUcaco,  Ill. 


This  is  partly  due  to  the  recognition  of  m 

the  group  of  the  growing  power  of  news-  I  f 

papers.  There  are  fewer,  bigger  papers  ^^*^**5 


papers,  there  are  lewer,  Digger  papers 
in  the  field,  and  their  columns  as  a  medium 
of  reaching  the  springs  of  common 
thought  are  more  important  than  ever. 

The  late  William  Jennings  Bryan  was 


fasHions 


is  another  of  the  nationally  fa¬ 
mous  accounts  which  has  recog¬ 
nized  the  fact  that  the  Washing¬ 
ton,  D.  C,,  territory  cannot  be 
adequately  covered  without 


MICHIGAN 

and  tKe 

BOOTH  NEWSPAPERS 


Authentic 

Inclusive 

Sparkling 


FAIRCHILD 

Newspaper  Services 
-.8  East  13th  St.  New  York— 


The 

Washington 

Times 


THE  LEADING  NEWSPAPER  IN 
GRAND  RAPIDS— THE  ONLY 
DAILY  IN  SEVEN  OTHER 
CITIES 


The  futility  of  the  “one  paper 
buy"  argument  is  nowhere  better 
illustrated  than  in  the  experiences 
of  its  national  advertisers. 

PAYNE,  BURNS  &  SMITH 

New  York  City^Boston 

G.  LOGAN  PAYNE  CO. 

Qilcafo  -  Detroit  -  St.  Louis  •  Loo  Anyeleo 


The  Grand  Rsfrfds  Press 
The  Flint  Dally  Journal 
The  Sayinaw  News  Courier 
Tlie  Kalamazoo  Gazatte 
The  Jackson  Citizen  Patriot 
The  Bay  City  Times  Tribune 
The  Muskeyon  Chronicle 
The  Ann  Arbor  Times  News 


National  Advertising  Representatives 

I.  A.  KLEIN  J.  E.  LUTZ 

SI  East  42nd  St.  Towor  Bulldiny 


Now  York  Oty 


Chkayo,  IIL 


made  more  firm  by  making  it  well  worth¬ 
while  for  a  man  to  prepare  properly  and 
to  remain  in  it. 

It  is  true  that  one  cannot  prepare  for 
everything,  and  that  is  about  the  field  of 
the  good  general  assignment  man.  The 
newspapers  recognize  this  in  their  ik- 
partment  men,  their  experts. 

But  men  can  be  trained  to  think,  and 
their  minds  can  be  stored  with  informa¬ 
tion  that  may  give  background  and  rich¬ 
ness  to  the  way  in  wliich  they  approach 
a  subject. 

And  they  can  be  open  minded  and  un¬ 
prejudiced  in  a  narrow  way. 

In  other  words  they  can  be  educated 
instead  of  ignorant,  informed  instead  of 
provincial,  and  they  may  have,  hand  in 
hand  with  the  growing  prestige  that  their 
paper  gives  them,  a  sense  of  respwisibility 
not  only  to  their  paper  but  to  this  evoW- 
ing  civilization. 


— always  ahead  at  home 
WACO,  TEXAS, TIMES-HERALD 

Keeps  its  lead  ia  Waco  Merchants 
advertisiny  by  a  yoodly  yap.  The 
DeLisscr  hyures  for  the  first  6  months 
of  192S  show  that  Waco  advertisers  used 
the  two  papers  as  follows: 

TIMES-HERALD 

Local  Display  . 1.773,»n  Horn 

Classified  .  4M,7M  “ 

TOTAL . Unet 

MORNING  PAPER 

Local  Display  . LnM4S  Unes 

Classified  . 4S8AII  “ 

TOTAL  . 2425,451  Ihus 

The  Tiines-Heraid*a  IMly  and  Sunday 
eirculatian  of  more  than  I34M  affords 
the  Natianal  Adrerttser  spleadid  oppor¬ 
tunity  to  reach  tha  MSI  Waco  homes 
at  a  aakiiiiimii  of  eoet. 

National  Representative 
THE  S  C  BECKWITH 
SPECIAL  AGENCY 
New  York,  Chicago,  St.  Louis,  Detroit. 

Atlanta,  Kansas  City,  Los  Angeles, 
■San  Francisco 


Northern  Ohio ! 


one  of  the  country’s  ] 

Greatest  Markets 


covered  ALONE  by 
one  of  the  country’s 

Greatest  Newspapers 


ONE  Sdtdium  -ONE  Cost 


J.  B.  Woodward 
no  E.  42d  St. 
Now  York 


Woodward  A  Krlh  iBatlici 
3«0  N.  Mich.  An.  Siv,,- 
Chkayo 

Inwit  i 

j”*  P 

_  _  ^case. 


15,279,513  Lines 


I^PAtck  adTCTtising  record  first 
nine  moaths  of  192S  exceeding  other 
Colamtms  newspapers  combined  by 
2,599410.  For  the  first  I  raos.  192 
The  Dispatch  paid  advertisiny  lin- 
•E*  exceeded  the  teeood  Ohio  news¬ 
paper  by  l.S22,fi3A 


NET  PAID  aRCULATION 


CTTY  . 

SUBURBAN  . 

. . 21,121 

COUNTRY  . 

. 2Zt944 

Tetal  Orcwlstton 

I 

0 


.  ORfAryST  homi  O'  lv  , 


Editor  &  Publisher  for  November  7,  1925 


45 


ortb- 

and 

:  for 
W  of 
The 

.  and 
►rma- 
rich- 
roach 


REPORTER’S  BEAT  SENT 
SHERIFF  TO  JAIL 


"ADVERTISERS  ARE  ROMANTIC’ 


Steutking;  of  Theodore  Tod,  Chicago 
American,  Showed  County  Prison 
Being  Used  a*  Country  Club 
By  Beer  Barons 


d  tm- 

icated 
ad  of 
nd  in 
their 
ibility 
;vo1t- 


A  story  that  broke  a  reporter’s  nose  and 
taocked  the  lid  off  of  Cook  county  politics 
is  still  one  of  Chicago’s  best  contributions 
to  the  year’s  journalism  but  the  one  who 
fcreted  it  out  has  almost  been  lost  in  the 
scramble  for  recognition  and  cover. 

'  He  is  Theodore  Tod,  of  the  Chicago 
i  American. 

t  Since  last  June  it  had  been  common 
;  gossip  that  Terrence  Druggan,  wealthy 
-  beer  peddler,  and  his  partner,  Frankie 
Lake  were  being  allowed  extraordinary 
I  privileges  by  the  keepers  of  the  county 
'  jail  to  which  they  had  been  committed  by 
federal  Judge  James  H.  Wilkerson  for 
contempt  of  court.  Reporters  heard  the 
reports  and  tried  to  get  an  investigation 
launched  but  official  interest  was  lacking, 

I  and  reportorial  instinct  which  told  them 
;  a  story  was  there  was  suppressed. 

Possibly  a  more  sensitive  conscience 
than  others,  Tod  decided  to  delve  a  little 
more  in  the  matter  before  dropping  it  and 
the  more  he  investigated  the  more  startl- 
f  ing  it  became. 

The  beer  runners,  he  found,  had  been 
allowed  to  leave  the  jail  at  will  with  bus 
boys  as  jail  guards,  presumably  to  visit 
the  offices  of  their  dentist,  but  actually  to 
attend  cabarets,  go  to  Druggan’s  apart¬ 
ment  and  to  his  estate  in  Lake  Zurich, 
Wis.  They  had  not  occupied  cells ;  they 
were  kept  in  the  clean  comfortable  hos¬ 
pital  and  Druggan  operated  at  least  one  of 
his  chain  of  breweries  by  means  of  letters 
jand  the  jail  telephones, 
j  Tod,  a  native  of  Chicago,  succeeded  in 
trailing  the  prisoners  socially  on  one  of 
’  i  their  nights  out.  He  listened  as  admirers 
I  jof  the  beer  barons  told  him  how  much 
I  tthey  had  paid  to  turn  the  jail  into 
•  I  a  rest  resort, 
j  -All  this  was  done  on  his  own  time  and 
rn  his  own  initiative.  When  he  reported 
|to  the  city  editor  he  had  the  facts, 
pfo  The  first  story  was  printed  Aug.  25. 
^  1 7^0  weeks  later  in  a  continuance  of  the 

series  of  stories  Tod  said  Druggan  had 
been  out  of  jail  the  previous  night.  F.  J. 
Lovering  a  reporter  for  the  Journal,  was 
smt  to  the  jail  to  verify  the  report. 
Terry,  who  had  been  hustled  back  to 
'ail  to  meet  him,  broke  the  Journal  re- 
[)Cr8  Irirter’s  nose,  mistaking  him  for  the 
1  l.\n  iirican  representative. 

As  a  result  of  the  expose,  Sheriff  Peter 
Hoffman  has  been  fined  $1,000  and 
■•nteiKifl  to  jail  for  a  month.  The 
sirden  has  been  committed  for  four 
"■jntlis.  Eleven  others  who  confessed 
'articijiating  in  a  bribery  plot,  including 
Ofiigjsdii  and  Lake,  are  awaiting  judg- 
for  contempt  of  court  and  action  of 
grand  jury  on  other  aspects  of  the 


10 


er 

Useoa 


k  KtUr 
b.  An. 


Declares  Sherwood  Anderson  Who 
Wrote  Ad  Copy  for  Them 

Sherwood  Anderson,  novelist,  charac¬ 
terized  advertisers  as  “romantic  fellows” 
this  week  in  an  interview  with  a  Neiv 
York  Evening  Post  reporter,  during  which 
he  admitted  he  got  his  start  as  an  author 
writing  advertising  copy. 

“I  could  make  a  hundred  dollars  a  week 
writing  ads,”  he  said. 

“Then  I  published  a  novel  or  so,  and 
advertisers  got  so  they  wanted  me  to  write 
their  ads,  even  unsigned.  They  thought 
there  was  something  mysterious  in  the 
way  I  handled  words  or  something.  I 
got  so  I  didn’t  care  to  write  ads  much  and 
that  made  them  all  the  more  anxious. 

“So  I’d  say  to  them,  ‘It  would  be  a 
shock  how  much  I’m  going  to  charge  you 
for  writing  this  little  thing.’  ‘How 
much?’  they’d  ask.  ‘Five  hundred  dol¬ 
lars,’  I’d  answer.  Then  they’d  take  me 
out  to  lunch,  and  just  before  coffee, 
they’d  burst  out,  ‘Say,  I  thought  you 
was  going  to  ask  $8001’ 

“Business  men  are  romantic  fellows. 
It  made  them  feel  good  to  have  their  stuff 
written  by  a  novelist.  At  least,  that’s 
what  a  fellow  said,  who  handled  my  stuff. 
He  didn’t  care  what  he  asked  them.  Of 
course,  he  got  his  split.  ‘They  talk  about 
how  Sherwood  Anderson  writes  their 
ads  at  their  clubs,’  he  told  me.  ‘That’s 
where  they  get  their  money’s  worth  out 
of  it.” 


NEWSPAPER  A  COLLEGE 
SAYS  GLENN  FRANK 


es 

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>ther 
1  by 
192S 
lia- 
ewi- 


AJKl 

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1  niiKfc* 

Anorica’jLir^'jit  Ciriulat 
B‘j»ld:no  Orj^aiizst 

-ResultjCount 

C’.Fi.v  Ot  iuMT  wBta 
maitiiArjiisiND 


Save*  Family  from  Flamea 

^  G.  A.  Drum,  editor  and  publisher  of 
‘'^eMt.  Pulaski  (Ill.)  Times,  rescued  his 
-  fe  and  two  children  last  week  from  the 
i'ond  story  of  their  home  as  flames 
-aatcnKi  the  building  and  endangered 
Mr  lives. 


MARKET 

NEWS 

Plus  TABLES 

An  unusual  financial  service 
that  places  emphasis  on  the 
news  that  influences  the 
course  of  security  and  com¬ 
modity  prices. 

COMPLETE  OR  IN  PART 
BY  LEASED  WIRE 

CENTRAL  NEWQ 

of  America  ^ 

ESTABLUHED  U14 
42  New  St.,  New  York  City 


Wuconain  U.  President  Favors  a  Class 
With  Daily  Paper  as  Only  Text¬ 
book  for  Well  Rounded 
Education 


Trade  Commission  Approves  "Rayon" 

The  Federal  Trade  Commission  by  an 
official  resolution  has  placed  the  stamp 
of  its  approval  on  the  use  of  the  word 
‘‘Rayon”  as  properly  designating  arti¬ 
ficial  silk  products,  the  basis  and  chief 
ingredient  of  which  is  cellulose.  There 
have  been  before  the  Commission  a 
number  of  cases  involving  the  misbrand¬ 
ing  of  textiles  which  have  artificially 
been  given  the  appearance  of  silk,  and 
have  Ix-en  sold  under  trade  names  con¬ 
taining  the  word  “silk”  or  a  modifica¬ 
tion  of  the  word  “silk.”  In  deciding 
these  cases  the  Commission  has  consis¬ 
tently  held  that  hosiery  or  other  products 
which  simulate  silk  but  are  not  the 
product  of  the  cocoon  of  the  silk  worm 
should  be  branded  with  the  words  “ar¬ 
tificial  silk”  or  other  words  which  cor¬ 
rectly  describe  the  materials  composing 
the  article  branded.  The  word  “Rayon” 
has  been  adopted  by  many  associations 
of  manufacturers  as  a  proper  one  for 
artificial  silk  products  and  the  term  has 
been  extensively  advertised  to  the  public. 


He’ll  Get  a  Beat 

Edgar  N.  Butler,  former  police  re¬ 
porter  for  the  Columbus  Ohio  State 
Journal,  has  passed  the  civil  service  ex¬ 
amination  for  patrolman  in  the  Colum¬ 
bus  Police  Department,  with  the  highest 
grade,  94.8.  Butler  is  now  publicity  di¬ 
rector  for  the  State  Industrial  Com¬ 
mission. 


“The  newspaper  is  a  college;  the  good 
paper,  a  university.” 

That  is  the  view  of  Dr.  Glenn  Frank, 
president  of  the  University  of  Wisconsin, 
as  expressed  in  a  recent  interview  in 
Madison,  Wis. 

Graduation  from  your  daily  newspaper 
is  one  good  way  of  acquiring  a  worth¬ 
while  general  education,  according  to  Dr. 
Frank.  However,  this  education,  com¬ 
mensurate  with  a  college  training,  can  be 
acquired  only  if  a  vigilant  inquiry  be 
made  back  into  the  sources  of  knowledge 
that  newspaper  information  may  lead  one 
to. 

“The  newspaper  touches  varied  fields 
of  knowledge,”  said  President  Frank. 
“And  if  the  reader  really  seeks  to  under¬ 
stand  things  to  which  the  daily  dispatches 
point,  he  will  educate  himself. 

“If,  as  readers,  we  know  how  to  use 
our  newspapers,  we  might  make  the  read¬ 
ing  of  any  good  newspaper  the  ideal  point 
of  departure  for  a  liberal  education,”  Mr. 
Frank  said.  “Almost  any  news  report 
has  implications  that  run  back  into  several 
fields  of  knowledge. 

“This  morning  I  read  a  five  line  item 
from  Mexico  which  immediately  de¬ 
manded  that  my  mind  dip  into  geography, 
chemistry,  education,  and  politics  in  order 
to  see  the  meaning  of  this  news  item.  Our 
minds  nominally  think  from  particular  in¬ 
stances  to  general  ideas.  We  rarely 
think  from  general  ideas  to  particular 
instances. 

“I  should  like  to  see  an  educational 
experiment  made  in  which  the  only  text- 
Ixjok  used  in  the  education  of  a  group  of 
students  would  be  a  good  daily  news¬ 
paper,  with  widely  informed  and  alert 
minded  teachers  simply  reading  over  the 


64 


99 


SKIPPY 

By  PERCY  CROSBY 

The  best  juvenile 
comic  strip.  Combines 
great  humor,  excellent 
drawing  and  emphatic 
adult  appeal. 

A  feature  Jou  can’t  afford 
to  miss 

JOHNSON  FEATURES,  Inc. 

1819  Broadway,  New  York,  N.  Y. 


newspaper  with  the  students,  and  attempt¬ 
ing  each  day  to  ferret  out  the  background 
information  necessary  for  a  real  under¬ 
standing  of  the  news. 

“Granted  an  adequate  degree  of  intelli¬ 
gence  in  the  students  and  teachers,  I 
venture  that  in  four  years  or  less  we 
could  produce  a  more  thoroughly  edu¬ 
cated  and  more  broadly  informed  type  of 
graduate  than  by  the  more  or  less  helter- 
skelter  process  of  an  e.xtreme  elective 
system  under  which  a  student  may  learn  a 
great  deal  about  a  great  many  things 
without  ever  relating  his  knowledge  to 
current  human  affairs  or  seeing  the  pres¬ 
ent-day  society  as  a  coherent  whole.” 


Masons  Launch  Printing  Course 

Joseph  Shaw,  a  practical  printer,  has 
been  placed  in  charge  of  the  printing 
plant  just  installed  in  the  Virginia  Ma¬ 
sonic  Home,  Richmond.  There  are  93 
boys  in  the  Masonic  Home  and  establish¬ 
ment  of  the  printing  plant  is  expected  to 
prove  of  great  educational  value  in  equip¬ 
ping  them  with  a  trade. 


”Wits  and  the  Woman” 

By  Violet  Irwin 

A  Great  Serial  Story  Illustrated  Daily 
With  A  Two  Column  Spread 


Wire  Us  For  Samples  And  Prices  Of 
The  New 

WHEELER'NICHOLSON  FICTION 
SERVICE 


Wheeler'Nicholson,  Inc. 

15  West  44th  Street  New  York 


More  than  a  comic  strip 

BOUND  TO  WIN 

By  EDWIN  ALGER 

The  Most  Novel  Strip  Idea  Offered 
Editors  and  Publiiihers  in  the  Last 
Ten  Years. 

A  definite  appeal  to  a  significant  seg¬ 
ment  of  circulation — youth,  between  the 
ages  of  twelve  and  eighteen — if  your 
paper  wins  the  youthful  reader  its  chance 
of  retaining  his  subscription  in  later  years 
is  more  than  ninety  per  cent  realized. 

BOUND  TO  WIN  WILL 
DO  THIS  JOB  AND 
DO  IT  WELL  !  ! ! 

ACTION  HEART-THROBS 
CONTINUITY 

ADVENTURE  SUSPENSE 

Released  bv 

THE  BELL  SYNDICATE 

JOHN  N.  WHEELER.  PRESIDENT 
154  Nassau  Street,  New  York  City 


RADIO  Domes 

NEWS  FROM  THE  AIR 


Notes  of  the  days’  programs,  en¬ 
tertainers,  stations  and  listen¬ 
ers — told  daily  in  an  in¬ 
teresting  style,  devoid 
of  propaganda,  ad¬ 
vertising  and 
technical 
matter. 

TERRITORY  GOING  FAST-WIRE  FOR  RIGHTS 

AUDIO  SERVICE 

30  N.  Dearborn  St.  Chicago 

1(5  newspapers  use  our  radio  piuaTame. 
Send  for  samples  and  prices 


ROBERT  QUILLEN 

“World’s  Greatest 
Paragrapher^* 


The  combined  circula¬ 
tion  of  papers  using 
Quillen’s  three  features, 
PARAGRAPHS,  AUNT 
HET  and  WILLIE  WIL¬ 
LIS,  is  well  over  seven 
million  daily. 

Associated  Editors,  Inc. 

440  S.  Dearborn  St.,  Chicago 


46 


Editor  &  Publisher  for  November  7,  1925 


nVE  TEXAS  NEWS  MEN 
AT  MITCHELL  TRIAL 


Called  to  Verify  Colonel’s  Statements 
on  Shenandoah  Disaster — Allowed 
$1.50  Per  Day  Expenses 
in  Washington 


Five  Texas  newspapermen  were  invited 
to  spend  this  week  at  Washington  as  the 
guests  of  the  United  States  Government. 

The  invitation  might  have  proven  more 
acceptable  had  not  Governmental  red  tape 
restricted  the  Texans  to  $1.50  per  day 
for  expenses. 

The  Texas  newsmen  were  subp^naed 
by  the  Government  in  connection  with  the 
court  martial  of  Col.  William  Mitchell. 
They  were  Lloyd  Gregory,  Texas  state 
editor,  .Associated  Press ;  Kenneth  Mc- 
Calla,  of  the  Houston  /Vt’5jand  the  United 
Press;  Harry  McCleary,  of  the  San  An¬ 
tonio  Evening  Xews;  A.  H.  Yeager,  San 
Antonio  Light,  and  Louis  Felipe  Recinos, 
San  Antonio  La  Fresna. 

They  were  called  to  establish  the  iden¬ 
tity  of  Col.  Mitchell’s  original  statement 
regarding  the  Shenandoah  and  other  air¬ 
craft  disasters.  They  agreed  that  Mit¬ 
chell  had  issued  the  statement,  at  Ft.  Sam 
Houston,  San  .Antonio,  which  is  the  basis 
of  the  court  martial  proceedings.  The 
Texas  newspapers  carrying  the  statement 
were  admitted  as  evidence  after  Col.  Mit¬ 
chell’s  counsel  objected  strenuously. 
Henry  S.  Parsons,  chief  of  the  Periodical 
Division  of  the  Library  of  Congress, 
helped  to  identify  some  of  the  newspapers 
in  which  the  statement  was  printed. 

The  Mitchell  court  martial  attracted  50 
or  more  nevvspajK'r  correspondents  to  the 
dismal  old  Kmory  Building  in  a  remote 
corner  of  Washington  where  the  proceed¬ 
ings  are  being  held.  War  Department 
orders  were  to  the  effect  that  the  court 
martial  must  not  be  turned  into  a  “show,” 
with  the  result  that  the  newspaper  men 
assigned  to  cover  the  proceedings  found 
themselves  in  cramiK-d  and  narrow  ((uar- 
ters. 


Through  the  efforts  of  “Jim”  Preston 
and  "Billy”  Donaldson,  who  have  charge 
of  the  Senate  and  House  Press  Galleries, 
arrangements  were  made  with  the  De¬ 
partment  whereby  one  third  of  the  avail¬ 
able  space  was  given  up  to  the  newspaper 
correspondents. 

The  news  services  were  reinforced  by 
such  seasrMied  veterans  as  Stephen  T. 
Early,  of  the  Associated  Press;  William 
K.  Hutchinson,  International  Xews 
Service ;  William  J.  Mc.Avoj-,  United 
Press;  James  R.  Xourse,  Universal 
Service ;  Robert  T.  Small,  Consolidated 
Press;  Carter  Field.  Xcio  York  Herald 
Tribune:  Paul  J.  McGahan,  Philidalphta 


Inquirer;  Theodore  Tiller,  Baltimore 
Sun;  Leland  C.  Spears,  Xeio  York 
Times;  .Ahmun  X.  Brown,  Providence 
Journal;  Roy  .A.  Roberts,  Kansas  City 
Star;  Leroy  T.  Vernon,  Chicago  Daily 
Xesi's;  and  Walker  S.  Buel,  Cleveland 
Plain  Dealer. 


New  Leavenworth  Semi-Weekly 

James  D.  Barnes,  for  18  years  editor  of 
the  Pittsburg  (Kan.)  Labor  Journal,  has 
begun  publication  of  the  Leazvnworth 
Press,  a  semi-weekly,  issued  Sunday  and 
Wednesday  mornings.  Mr.  Barnes  re¬ 
cently  moved  the  plant  to  Leavenworth. 


New  Det  Moines  Circulator 

Harry  L.  Cowgill,  formerly  circulation 
manager  for  the  Madison  (Wis.)  Cafnid 
Times,  has  joined  the  Des  Moines  (la.) 
Capital  as  circulation  manager.  Mr.  Cow- 
gill  is  38  years  old  and  a  graduate  of 
Cornell  University,  Ithaca,  X.  A’. 


EDIT 


Adams  Sells  His  Interest 

C.  R.  Adams,  vice-president  and  man¬ 
aging  editor  of  the  Dxduth  News  Trihuiu 
has  disposed  of  his  interests  in  the  News 
Tribune  Company,  and  is  severing  his 
connections,  Xov.  1. 


c 

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It  Wastes  Money 


Don’t  melt  your  metal  twice  to  use 
it  once.  Write  for  trial  offer.  The 
Monomelt  “Single  Melting  Sys¬ 
tem.”  References  gladly  famished. 


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Hoe  Patented  Duo-Cooled  Equipoise  Curved 
Casting  Mould 


“It  is  essential  to  Success  to  be  the  first  out 
jOTf/i  the  Xews — and  Minutes  count." 


This  Iloe  Curved  Casting  Mould  is  a  time- 
saver,  designed  especially  for  Speed  and 
Efficiency.  Cold  Water,  circulating  through  the 
stationary  Lid  and  the  concave  Side,  gives  quick 
cooling  for  rapid  Casting. 


IF  ITS  A  HOE,  ITS  THE  BEST 


R.  HOE  &  CO.,  INC. 

7  South  Dearhorn  Street 
CHICAGO,  ILL. 


504-520  Grand  St.,  New  York  City 

also  at  7  Water  Street 

DUNELLEN,  N.  J.  BOSTON,  MASS. 


Fastest,  most  easily  operated, 
most  accurate  and  durable  flat 
casting  box  you  can  bu^.  Per¬ 
fectly  oalanced.  New  design  lock¬ 
up  bar  allows  for  quick  change 
when  regulating  thickness  of  casts. 
Positive  quick  lock  -  up  at  four 
points  on  box  with  one  lever 
movement.  Write  for  complete 
catalog  of  Goss  Stereotyping 
Machinery* 


THE  GOSS  PRINTING 
PRESS  CO.,  CHICAGO 


I  WUte  sp 
[kMftion 
Special  n 
iTb  Edit 
titssSj, 

!  CO 


^inde: 


c 

Specia 


Accou 

Soppli 

BU 

Broke 


Promc 


Bnsine 


Art  Pi 
Comici 
Fuhio 
Fiction 
News 


Help  ) 


EDITOR  &  PUBLISHER 
reaches  direct  the  people 
who  buy  Equipment  and 
Supplies. 


f'-., 


?Pr 

;  a 


Editor  &  Publisher  for  November  7,  1925 


47 


1 


tion 


Classified  Opportunities  for  Buyer  and  Seller 


editor  PUBLISHER  BUSINESS  OPPORTUNITIES 


Classified  Advertising 
Information 
TRANSIENT  RATES 

SITUATIONS  (Cash  with  Order) 

1  Time  —  .49  per  line 

2  Times  —  .35  per  line 

3  Times  —  .30  per  line 

all  OTHER  CLASSIFICATIONS 
(Cash  with  Order) 

1  Time  —  AO  per  line 

4  Times  —  .55  per  line 

space  charge  at  s^une  rata  per  line  per 
^■tioa  as  earned  hy  frequency  of  insertian. 
JpKisl  rates  quoted  for  13,  20  and  52  insertiaas. 

Editor  a  Publisher  reserves  the  right  to 
Mfy.  edit  or  reject  any  advertisement. 

COUNT  SIX  WORDS  TO  LINE. 


Newspapers  For  Sale 


EMPLOYMENT 


Help  Wanted 


EMPLOYMENT 


Situations  Wanted 


Weekly— One  of  Northern  Ohio  s  best  weekly  Comhination  Pressman  and  Stereotyper  wanted.  Mechanical  Superintendent — Experienced  print- 

papers.  l.arse  circulation;  unusual  territory,  for  Ckiss  Comet  Flat  Bed.  Will  pay  $35  per  ing  press  and  plate  making  equipment  machin- 

l.ox  Kditor  &  1  ublisher.  week  to  start.  Best  working  conditions,  ist  desires  position  as  Mechanical  Superin- 

_  _ _  _ _  _  .Address  C.  L.  Atwood  care  The  Morning  tendent  in  newspaper  plant  or  publishing 

"  ^  Call,  Key  West,  Florida.  house.  A-947,  Editor  &  Publisher. 


Newspapers  Wanted 


Evening  Daily— Wanted  to  buy  controlling  in-  Four  machine  plant.  Models  nine,  fourteen 
terest  in  small  daily  evening  newspaper,  prefer-  three  and  nineteen.  .A-967,  Editor  &  Publisher 
ahly  in  .Mid  lie  West.  Box  A-959.  Editor  &  - — — — . . . - 


Combination  Machinist  and  Proofreader  wanted.  Mechanical  Superintendent  and  Composing 
Four  m,achine  plant.  Models  nine,  fourteen,  Kocm  Fi.\eciitive  with  record  of  exceptional 


Newspaper  Wanted-Live  daily  or  weekly  in 


roiir  m,acnine  plant.  .uoueis  nine,  lourieen,  ixocm  r..xeciiiive  witn  record  of  exceptional 
three  and  nineteen.  .A-967,  Editor  &  Publisher,  accomplishment,  desires  connection  with  publisher 

- - - — . . . . -  exiiecting  unusual  results.  .\-962,  Editor  & 

Syndicate  Salesmen— High-class,  alert  men  in 

every  territory  to  handle  complete  line  new  - 

features  rn  lifieral  commission.  (Jpi>ortunity  to  Pressroom  Foreman— Experienced  on  both  Goss 
build  good  permanent  incr.me  through  connection  and  Iloe  presses,  reels,  wet  and  dry  mats.  Can 
with  long  established  publishers  now  entering  print  and  give  production.  Box  .\-957,  Editor 
newspaper  Held.  .-Answer  fully,  experience,  &  Publisher. 


prosperous  community-  in  New  England  or  New  references.  A-965.  Editor  &  Publisher.  _ ' _ 

york^  State.  Must  be  a  comer.  Xo  “has-  - _ _ _ 

been  or  never  wasser**  considered.  \N  ill  pay  Sjmdicate  Salesman-  Salary  and  commission  to  Prodreader^— Twenty -eight;  five  years  experi- 
any  reasonable  price  for  pood  proposition,  (jive  man  crverir.g  one  or  more  states.  Fart  or  full  ^J**^®*  editorial  and  advertising  matter.  First  to 
full  particulars  and  lowest  price  in  first  letter,  time 


[•veririR  one  or  more  states.  Fart  or  full 
Chance  for  rapid  advancement  if  satis- 


final.  Adequate  references.  Accurate,  reliable 


liNDEX  OF  CLASSIFICATION  Box  A-956,  Editor  &  Publisher. 


Personal  interview-  will  be  arranged.  Address  factoty.  Stale  experience  and  full  details,  ""''kcr.  A-966.  Editor  &  Publisher. 


ADVERTISING 

General  Newspaper  Promotion 
Special  Editions  Special  Pages 

BUSINESS  OmCE 

Accounting  Appraiser 

Supplies  Devices 

BUSINESS  OPPORTUNITIES 

Brokers  Newspapers  Wi 

Newspapers  For  Sale 

CIRCULATION 

Promotion  Distribution 


CIRCULATION 


.A-961.  Editor  &  Publisher.  - - — — - 

Z  7  .  ,  j  /  Reporter,  a  real  hustler,  the  kind  you  have 

Opwators  and  Printers,  experienced,  wanted  for  looking  for.  Open  for  job  Nov.  10.  A-951. 

daily  morning  paper.  Lnion  shop  with  best  Kditor  &  Publisher, 
working  conditions.  Address  The  Morning 

Call,  Key  West,  Florida.  —  -  _ 


Situations  Wanted 

Advertising  Manager — Assistant.— Eleven  years’ 


MECHANICAL 


- — - -  Advertising  Manager— Assistant.— Eleven  years’  Engraving 

Circulation- When  quick,  additional  circnlation  ‘■iifcutive.  solicitor,  copy  writer.  "  - ; 

coverage  become,  nere.urv  r.m.mh..  .ho.  Splendid  record.  Aggressive.  Five  years  tJialk  plates  make  goo<i  line  e 


Newspapers  Wanted  coverage'becomeV'nwessaVy77em”emi«r‘thIt‘ ou7  Splendid  record.  Aggressive  Fivx  years  Chalk  platM  make  gi^l  line  engravings.  Send 

or  Sale*^  twenty  years  in  this  one  line  of  endeavor  is  P^^'ent  position.  Age  Married.  Seek  for  price  list.  Chalk-plates  ri^oated  for  cent 

your  proof  against  experimenting  Write  or  connection  with  daily  offering  permanency  and  square  inch.  Janes  Engraving  Plate  Co.. 
nON  wire  Pacific  Coast  Circulation  Service  Bell  fnmre-  A-968.  Editor  &  PiiMisher.  IJiiincy,  Ill. 


Block,  Cincinnati,  Ohio. 


EDITORIAL 

Business  News  Correspondents 

Syndicate  Features 

Art  Pages  Radio 

Conics  Sports 

Fuhion  Pages  Statistical 

Fiction  Wire  News 

News  Pictorial  Women’s  Pages 

EMPLOYMENT 

Help  Wanted  Situations  Wanted 

MECHANICAL 

Engraving 

Equipment  For  Sale  Equipment  Wanted 

BUSINESS  OFFICE 

Appraisers 

fSnbers  Recognired  authority  on  Printing 
i-i  Newspaper  plant  valuations.  Standard 
;?I>rji5al  Company,  90  John  St.,  New  York, 


EDITORIAL 

Syndicate  Features 

Radio — A  good  radio  page  means  circulation. 
“Current  Radio”  means  a  good  radio  page.  It 
solves  hard  problems  and  gives  valuable  radio 
advice.  Daily  articles  by  the  best  informed 


Advertising  Executive,  now-  employed,  seeks - — — - 

connection  on  newsjiaper  iieet'.ing  a  man  of  Equipment  For  Sale 

proved  ability  in  building  advertising  revenue  _ 

and  cutting  costs.  Fiighteen  years  experience 

in  cities  up  to  a  million  i»pulatitn.  Yoiin^,  Cosa  Furnace,  Pump  and  Two  Bowls,  two  ton 
aggressive  .and  capable  of  putting  your  proposi-  cajacity.  $150.  tkiss  IToublc  Steam  Table  and 


tion  over.  Prefer  second  or  third  paper  in  riorth  .\pron  ’  without  fienerator,  $200. 
or  east.  Available  on  short  notice.  Address  Record.  Stockton.  California. 

Box  A -964,  Editor  &  Publisher,  for  full  par- _ 

titulars.  Hoe  24-Paee  Web  Pr*M— 1 


Hoe  24-Page  Web  Press — This  press  is  two 
plates  wide,  three  decks  high,  with  extra  color 
on  the  top  deck.  Prints  papers  of  4,  0,  8.  10, 
12,  16.  20  or  24  pages  7  or  8  columns  wide. 


ausitc.  c'aiiy  articles  Dy_  me  Dest  intormed  12,  16.  20  or  24  pages  7  or  8  columns  wide 

You'nwTB'^AnnW^for^^^  Advertising  Meager  or  Assistant  jo  Execu-  paper  page  21  ■/,  inches  long.  Will  print  tabloid 

can  R^io  kl^/'L^ague.'^Hartfo^^^^^^^  inches  wide  by  any 


can  Radio  Relay  League,  Hartford.  Conn.  can,  38  years  old.  married,  two  children.  20  length  page  desired,  it  could  easily  be  arranged 

— - -  years’  business  experience,  3  years  Banking  to  print  comics  and  magaiine  sections  in  colors. 

Special  Articles— Publishers — Attention*  We  Real  Estate;  6  years  automobile  (factory  Has  motor  equipment  for  220  volt  direct  current, 

furnish  MSS  on  all  subjects  by  comnetent  sdlinj?);  12  years  in  publishinpr  and  adver-  Also  supplied  with  stereotype  equipment.  This 

authors.  Will  take  advertisinir  in  exchantte  **^*”^-  assistant  Imsiness  outfit  produced  entirely  satisfactory  work  until 

for  all  or  part  of  our  service  Reasonable  leading  New  York  Daily.  Have  spe.  newspaper  ceased  publication.  Can  be  seen  in 

rates.  Write  up  your  wants.  Literary  Bureau  Company,  200 

I’ub.  Dept.,  MOJ4  Hannibal  Mo  Earnings  jiast  five  years  $8,000  to  $12,000  per  Fifth  Avc.,  New  York. 

’  .  -  -  .annum.  Exceptional  record  as  producer.  Op-  - -  - 

-  -  —  porttinity  with  aggressive  and  reputable  pub-  Job  Presses,  PapCT  Cutters,  Wire  Stitchers, 


Can  be  seen  io 
Company,  200 


Job  Presses,  Paper  Cutters,  Wire  Stitchers, 


lUSINESS  OPPORTUNITIES 


Help  Wanted 

Advertising  Salesman  Wanted.  Experience, 
initiative,  industry  required.  Splendid  posi¬ 
tion,  evening  paper.  Address  A-934,  Editor 
&  Publisher. 


Newspapers  For  Sale 


Appraisers  caam  /^-araar. arr*.  lisher  rather  than  large  salary  wanted.  .\-972,  etc. — A  complete  line.  Overhauled  and  ^ar- 

- 1_ _ tlVlnLO YMENT  Editor  &  Publisher.  anteed  machines  at  bargain  prices.  Eayr 

Ipsnisiis  Recognired  authority  on  Printing  _ _  ,  terms.  Hoffmann  Type  &  Eng.  Co.,  114  E. 

p-i  Newspaper  plant  valuations.  Standard  “  ~ -  13th  St.,  N.  Y.  City. 

Plii-jisal  Company,  90  John  St.,  New  York,  Main  .7  I'T  „  ..  .  „  ,  '  - - - - 

I  Y.  nelp  Wanted  Advertising  Managsr-SoUdtor — Open  for  con-  Linotype  Bargains — We  have  many  Model  1,  2, 

-  _  _ — - - -  tract  January  1.  Age  27,  married,  seven  years  4,  5,  8_  k  and  L.  some  with  electric  piots. 

rrrZn  ~  Advertising  Salesman  Wanted  experience.  Best  references.  Box  A-939,  These  machines  will  be  sold  very  cneap  for 

lUSINESS  OPPORTUNITIES  initiative,  *industry™rMuir^^*^’SDlendid^^sf.’  *  Publisher.  spot  cash.  We  also  have  a  number  of  used  Lino- 

_  ‘rPubS.®  B'^i^in^.r  Manager  with  record  of  cost  cutting  S%o^^Y,ir^rytVnfa\l;U^^ 

Brokers  _ _  and  profit  increase,_  wants  larger_  field._  At  write  or  wire,  stating  model  preferred.  Depart- 

■ -  present  manager  of  evening  daily.  A-969,  ment  A,  The  Linograph  Company,  Davenport, 

■■Editions,  Salas — Omar  D.  Gray,  Sturgeon,  Advertising  Solicitor  and  copy  man,  competent.  Editor  &  Publisher.  Iowa. 

4.,  ipecializes  in  consolidating  newspapers —  r  paper  in  city  of  42,900.  Give  Business  or  Advertising  Managat^SpIendid  - - - ; — ; - 

“.■riile  half  million  dollars  dailies  and  189  V']*  details  m  first  letter.  M.  F.  Murdaugh,  record  of  achievement  in  more  than  one  field.  Motor  for  SalejS  horsepower  \\  estinghouse 

tdSts.  Adv.  Mgr.  The  Herald,  Durham,  N.  C.  Know  how  to  save  money  as  well  increase  n>m  motor,  220,  three  phase.  In  goxl  con- 

-  , - - - - - _ earnings  and  circulation.  A-935,  Editor  &  dition,  used  only  short  time.  $100  f.o.b., 

.  .  ..  . _ -  ,  .  ,  ,  ,  Publisher  Paducah,  Ky.  The  Paducah  (Ky.)  Sun. 

NewsDBDera  For  Sale  Adv^smg  Salesman,  experienced,  wanted  for  -  _ - . - . _ _ _ _  _ 

- -  a  .Metropolitan  newspaper.  One  capable  of  C^oooUt.  19.  when  not  drawmg,  help  m  Perfection  Saw  and  Trimmer,  pedestal  style. 

*r  Newspaper  for  Sale:  to  settle  estate.  .  ‘hroogh  promotion  and  other  departments.  Box  A-928.  Editor  &  Pub- 

I.QOO  circulation  and  rv  w  ing,  in  Middle  West.'  PuMUh"?'*'"®  A-960.  Editor  &  lisher^ _ - _ - ^  _  pje,,  with  motor.  Go«<l  condition.  Only  $4o! 

ttpiippcd  plant.  Rare  opportunity.  Ad*  Clrculjitioii  MAJuevr — Have  never  burnt  up  a  Independent,  Corona,  Caltf. 

««A-970,  Editor  &  Puivishcr.  - “  "  "  -  -  town  or  forced  a  competitor  out  of  business,  - 

- Circulatioii  Manafer— Durina  the  last  six  rears  always  had  excellent  results.  Mr  praters*  Outfitters— Printing  Plants  and  busi- 

Opportunities  One  daily  and  weekly,  we  have  placed  a  large  number  of  former  *"‘1  previous  employers  are  my  ref-  ness  bought  and  sold.  American  Typefounders’ 

tlosive  field,  fine  plant,  eatning  good  divi-  newspaper  circulation  managers  in  lucrative  'f'"ces.  Have  been  on  circulation  firing  ^e,  products,  printers^  and  bookbinders’  machinery 

’’Js.  JB.non  cash  necessary.  Tw-o  weeklies,  managerial  positions  in  our  large  national  cir-  1"  '**  ‘Of  of  every  description.  Conner,  Fendler  &  Co., 

occupying  exclusive  field,  have  nice  culation  organization.  The  progress  in  the  (9*^  ^  years  office  manager  and  chief  accountant.  95  Beekman  St..  New  York  City. 

•«».  and  are  making  money.  J.  B.  Shale,  expansion  of  this  organization  enables  us  to  Promotion  copy.  CoUege  man, - ^ ^ - 

“«  Building.  New  York.  place  additional  capable  men  from  time  to  temporalc-  I*  yo“  Type— For  sale,  font  12  point  Cheltenham  wide 

- time.  We  prefer  men  over  the  age  of  30  and  present  results  .7°“  and  bold  mats  in  very  good  condition.  At- 

and  Printing  Plant  in  live,  grow-  those  who  have  had  not  less  than  five  years’  tractivelv  priced.  The  Minot  Daily  News. 

^  Joan.  15.000.  in  famous  Piedmont  section,  experience  in  the  hiring  and  training  of  bouse  references.  A-94^ Editor  _qt  - • - Minot,  N.  D. 

climate,  better  year  ’round  than  Florida;  to  bou»  canvassers.  To  such  men.  who  have  Circulation  Manager  or  will  accept  oner  as  —  *,011#  T  I  1  / 

schools,  churches,  hospitable  people,  the  ability  and  good  character  required,  we  city  or  country  circulator.  References  from  Used  Goss  Mat  Rollar  for  wet  mats  only,  for 

rnanufacturing  center.  Complete  equip-  offer  the  opportunity  for  a  permanent  location  past  employers  direct  to  you  will  prove  hon*  wle  ^eap.  The  («8s  Printing  Press  Co.,  Id3a 

in  excellent  condition.  Only  one  other  with  an  assured  good  income.  Answer  with  esty,  ability  and  successful  record.  Years  of  So.  Paulina  St.,  Chicago,  111. 

fmall  daily,  in  county  of  35,000.  Come,  fuR  particulars  regarding  yourself.  Ernest  varied  experience  from  bottom  to  circulation 

buy.  Fine  opportunity  for  party  A.  Scholz,  Circulation  Director,  Butterick  manager  with  Scripps- Howard  and  (Hover-  j— — — -  - - 

®  Reason  for  sellinR — unable  to  eive  Publishing  Company,  Butterick  Building,  New  I  eaf  Group;  Independent  papers  and  manager 

^1^  siiwrvisifm.  .Mian  Nicholson.  Union,  York  City.  publishing  office.  Age  39.  Member  I.  C.  M.  A.  TTnPvraPrtpH  rnnHif-innq 

^^rolma.  - - -7  -  „ - -7; - - - - -  —  wire  or  write.  Will  talk  terms,  long  distance.  U  ncxpeciea  COnaitlOOS 

MiddT.  w,.,  d,,:  >'■  C«ate  unexpected  demands. 

An  advertisement  in  Editor 

.  Owner  must  go  to  hospital  for  serious  experience,  age,  salary  expected  ana  reference.  ”  a'»'ldl'lt-  Jo  publishers  «i  g  o.  'PiiKlicViAr  criv(>e  vnn  a  I 

For  quick  sale  priced  at  $42,000.  Address  A-932,  Editor  &  Publisher.  «  HUbllStier  glVCS  yOU  3 

(■yment,  $15,000:  balance  on  terms  ex- - - - - -  3r  Publisher. _ -  ronrocontatisre  alura-irc  nn  tFio  I 

"jt  over  five  years.  There  are  no  Combinat^  Managfa*  and  Telarraph  Editor  In  Any  Capacity— Young  man,  23.  with  some  represeniative  aiwayS  On  xne  I 

sjir.-in  -s  of  any  kind  against  this  plant,  for  morning  paper  in  small  Mid-West  City,  experience  in  circulation  work,  desires  posi-  cnot  I 

'■1  opportunitv  if  vou  have  the  monev  and  Good  job  for  the  right  man.  Must  have  had  tion  in  anr  ohase  of  newspaper  work  where  •  1 


- - - - - - -  CimUatioa  Man — Wanted:  A  rMotirceful,  ag- 

*7  Evniing  Paper,  Middle  West  city,  15,000  gressive,  trustworthy,  experienced  circulation 
Fully  equipped.  Three  linotypes,  nian  for  either  city  or  country  position  on  a 


publishing  office.  Age  39.  Member  I.  L.  .>1.  A. 
Wire  or  write.  Will  talk  terms,  long  distance. 
(•  M.  Platzer,  Hotel  .Armistead,  Baltimore, 
Md.  _  _ 


i-uiiy  equippea.  1  nree  linotypes,  ">an  lor  enner  city  or  country  position  on  a  _  — : - S - S - - c _ _ j— , 

J>»wtnt.  Goss  press,  big  job  printing  equip-  MctropoIiUn  Daily  and  Sundav  pawr.  Sute  9®**'**®^^  willing  t^  nay  com- 

Ownrr  must  go  to  hospital  for  serious  experience,  age,  salary  expected  andreferencc.  asail.iMe  to  .  ■  *  .  A-96T^Editor 


.  Dwner  must  go  to  hospital  for  serious  experience,  age,  salary  expected  and  reference.  asaiianie  lo  pumisnc  i  k  i 

For  quick  -ale  priced  at  $42,000,  Address  A-932,  Editor  r  Publisher.  obtained.  A-963,  Editor 

Wyment,  $15,000;  balance  on  terms  ex- - - -  3r  I  ublisher^ _ _ - 

"I  over  five  years.  There  arc  no  Combinat^  Managi^  and  Telegraph  Editor  In  Any  Capacity— Young  man,  23.  with  some 

sjir.-ir  -s  of  any  kind  against  this  plant,  for  morning  paper  in  small  Mid-West  City,  experience  in  circulation  work,  desires  posi- 

oppf.rtunity  if  vou  have  the  money  and  Good  job  for  the  right  man.  Must  have  had  tion  in  any  phase  of  newspaper  work  where 

^1  af  once.  Address  T.  B.  Shale.  Times  small  city  experience  and  be  well  recommended,  there  is  opportunity  for  steady  advancement, 

''■eg.  New  York.  Address  A-944,  Editor  &  Publisher.  A-971,  Editor  &  Publisher. 


Editor  &  Publisher  for  November  7,  1925 


“COME  TO  NEW  ENGLAND” 


DOLLAR  * » 
»  PULLERS 


ONE  DOLLAR 
WILL  BE 
PAID 

FOR  EACH 
IDEA 

PUBLISHED 


Hotel  Men  Plan  $3,000,000  Three 
Year  Advertising  Campaign 


BUSINESS  TICKLERS 


because  of  a  singular  apathy  toward  news- 


A  “Come  to  New  England”  movement 
to  extend  over  a  period  of  three  years 
and  to  include  the  expenditure  of  $3,000,- 
000  for  advertising  was  launched  last 
week  at  the  annual  meeting  of  the  New 
England  Hotel  Association  held  at  Man¬ 
chester,  N.  H. 

Chester  I.  Campbell,  Boston  publicity 


traffic  policemen  in  your  city  and  s« 
what  they  think  about  it.  And  possibly 
they  can  tell  you  something  about  the 
relative  driving  ability  of  blondes  and 
brunettes  and  even  red  haired  women. 
Temperament  must  have  some  effect  on 
a  person’s  driving  ability. — R.  R.  Voor- 
bees. 


paper  advertising  on  the  part  of  dealers  man  and  industrial  exhibit  promoter,  in 
in  talking  machines  and  records  in  that  an  address  told  the  association  that 


'T'HE  Waupvn  (Wis.)  Leader  ran  a  full  city,  and  vicinity. — W.  McNulty,  St.  John,  “Beautiful  New  England”  must  be  linked 
page  of  ads  written  in  the  form  of  N.  B.,  Can.  up  with  “Industrial  New  England.” 


letters  to  Santa  Claus.  The  novelty  and 
interest  to  readers  immediately  appealed 
to  advertisers.—  E.  \V.  Neese,  Waupun,  | 
Wis.  I 


HUNCHES 


ONE  DOLLAR 
WILL  BE  PAID 
FOR  EACH 
“H  U  N  C  H” 
PUBLISHED 


Horseback  riding  is  one  of  the  most  |  I  I  I  I  rVI  ■  I  I  r« 
popular  outdoor  sports  of  the  fall.  Why  |  ^  A.  ^  1  ^  ^  ^ 

not  run  a  page  devoted  to  news  of|  PUBLla 

horses,  horse  fairs,  etc.,  and  get  ads  from  |^| _ _ _ _ _  _ 

dealers  in  riding  clothes,  saddlers,  riding  . ,  ..:minii!::::-nnnimmumuim!iimTn 

schools,  harness  makers,  and  horse  show 

events  etc.  The  Boston  Transcript  has  rpo  arouse  public  interest  in  the  busi-  Nervous  Housewife”  have  fi 
worked  up  a  very  clever  and  popular  enterprises  of  Houston  women,  cellent  articles. — R.  L.  Lurie, 

page  in  this  way. — C.  E.  Pellissier,  Bos-  incidentally  to  interest  Houston  busi-  ■; - 


furnished  ex¬ 


ton,  Mass.  ness  women  in  the  Houston  Post  Dis-  In  order  to  stimulate  civic  progress  in 

-  .  patch,  that  paper  is  devoting  a  page  of  Seattle,  the  Seattle  Times  is  giving  many 

This  is  the  time  of  the  y^r  when  anti-  society  section  each  Sunday  to  the  weekly  prizes,  of  which  $25  is  the  chief, 
freeze  solutions  for  the  radiators  of  auto-  pictures  of  leading  business  women  of  the  with  a  grand  prize  of  $300  at  the  close 
mobiles  are  of  great  importance  to  motor-  Twelve  pictures  are  printed  on  the  of  the  contest  for  the  best  letter  that 


mobiles  are  of  great  importance  to  motor- 


Frank  H.  Williams. 


Excitement  ran  high  in  Milwaukee  q{  answers. — W.  H.  M.,  Austin, 

when  the  Milwaukee  (Wis.)  Sentinel  Texas. 


started  a  “Gold  Rush,”  burying  “nuggets,” 
$15  in  gold,  in  four  widely  separated  spots 


It  has  been  said  that  the  .\merican 


of  the  city  each  day  for  a  number  of  school  system  is  producing  too  many 
weeks,  and  publishing  pictures  of  the  “white  collar  men.”  A  round-up  of  the 


areas  where  the  “nuggets’  were  buri^.  upper  classes  in  the  high  school  of  your 
Finders  brought  the  “jiuggets  ’  to  the  city  will  give  some  pretty  good  ideas  of 


IN  THE  FEATURE  WORLD— 


Sentinel  office  for  the  $15  reward.  Ruben  what  the  boys  plan  on  becoming.  Then 


Levin.  see  some  of  the  so-called  white  collar 

- -  boys  and  find  out  if  they  wished  they  had 

Are  you  using  standing  casts  of  heads,  gone  in  for  some  trade.  Who  has  the 
etc?  If  so,  no  doubt  you  find  you  have  best  chance  for  promotion,  the  white 


PRE-EMINENT! 


to  recast  them  every  two  or  three  weeks  collar  man  or  the  one  who  works  his 
to  keep  the  paper  looking  clean.  Use  of  eight  hours  straight?— A.  C.  Regli,  Chip- 


the  original  zinc  will  not  only  maintain  pewa  F'alls,  Wis. 
a  clean  appearance  but  reduce  the  cost 
a  thousand  per  cent  in  a  year.  This  was  The  Stockton 


Distinction  of  Names 
Popularity  of  Ideas 
Readability  of  Treatment 


The  Stockton  (Cal.)  Record  recently 


proved  out  on  one  mid-western  news-  ran  a  weekly  feature  showing  early  day 
paper. — B.  A.  T.  scenes  and  pictures  under  the  heading 


paper. — B.  A.  1 .  scenes  and  pictures  under  the  heading 

„  .  .  “Do  vou  remember  when  Stockton  looked 

The  Long  Beach  (Cal.)  Sun  is  getting  tike  this . ”  Just  a  few  pictures  are 

additional  advertising  for  a  page  cap-  needed  to  start  such  a  series  as  the  pub- 


tioned:  “Serving  Better  Because  We  lication  of  the  names  of  the  people  who 
Specialize  in  Our  Line.”  A  typical  page  loaned  the  first  ones  brought  forth  a 


PRE-EMINENT 
ARTICLE  SERVICE 

A  Commanding  Feature 


contains  ten  advertisements  of  various  flock  of  others. _ Wm.  J.  Rogers. 

sizes,  all  of  specialty  shops,  and  a  boxed-  ' 

story  on  local  shops.— Harold  J.  Ashe,  The  Boston  Sunday  Globe 

Long  Beach,  Cal.  carefully  for  books  which  will  fui 


Which  Has  Set  New  Records 
and  Attained  a  New  Level  in 
Appeal  to  Newspaper  Readers 


I 


The  Rensselaer  (N.  Y.)  Independent 
has  started  a  practice  particularly  inter 
esting  to  small  town  publications.  Under  j 
the  head  of  “In  Rensselaer  Store  Win¬ 
dows”  a  reporter  each  week  writes  up 
some  window  display  by  a  local  nierchant, 
striking  enough  to  draw  his  attentioa 
The  write-up  is  not  in  matter-of-fact 
form,  but  each  window  is  treated  like  a 
little  story,  and  only  in  some  part  of  the 
story  is  the  owner  of  the  establishment 
mentioned. — T.  H.  Ladd. 


“How  did  they  get  their  start?”  is 
timely  anytime.  Start  off  with  Rocke¬ 
feller,  Ford,  etc-  and  wind  up  with  the 
local  celebrities. — B.  A.  T. 


In  order  to  stimulate  civic  progress  in 


ists.  Where  can  they  get  such  solutions  pggg  beneath  each  picture  space  is  will  indicate  what  is  for  the  greatest 
in  your  city?  A  directory  of  such  places  for  filling  in  the  name,  the  business  good  of  the  city.  The  general  points 


to  run  every  now  and  then  under  an  which  engaged,  in  what  capacity,  busi-  include  (a)  what  will  make  Seattle  a 


appropriate  heading  might  be  sold.—  0^55  address  and  telephone  number,  better  city  in  which  to  live,  and  (b)  what 


.Awards  of  $10.00,  $5.00  and  $3.00  are  will  make  Seattle  a  better  business  city? 
given  respectively  for  the  first  three  cor-  — C.  M.  L. 


Some  men  think  women  should  not  be 
allowed  to  drive  automobiles.  Ask  the 


Thanksgiving  time^  is  a  good  time  to  being  reviewed,  these  books  are  summar- 
pull  business  from  insurance  companies  f^ed  with  substantial  quotations ;  usually 
in  your  city.  Des  Moines  papers  get  out  a  cut  of  the  author  is  run  with  the 


The  Boston  Sunday  Globe  watches  Appeal  to  Newspaper  Readers 

carefully  for  books  which  will  furnish  the 

basis  for  feature  articles.  Instead  of  “A  Lustrous  Name,  An  Arresting  Idea 

being  reviewed,  these  books  are  summar-  _ p  l •» 

ized  with  substantial  niiotatirms  •  ncnalK  t^very  rV  eei( 


an  insurance  edition  every  Thanksgiving,  article.  Books  like  Robinson’s  “The  Mind 
They  make  up  the  ordinary  loss  expected  in  the  Making”  and  Myerson’s,  “The 


EXCEPTIONAL  ILLUSTRATIONS 


upon  that  day  and  in  addition  put  over 
a  profitable  edition. — E.  R.  Appel. 


The  advertising  manager  of  an  eastern 
Canadian  daily,  arranged  what  was  de¬ 
signated,  “Talking  Machine  and  Record 
Week.”  He  landed  sufficient  advertising 
to  fill  a  page,  the  surplus  making  an 
additional  half  page.  The  move  was  made 


BEHER  PUZZLES 


That’s  why  BOSTON  Advertiser 


has  just  resumed  our 


Cross-Words 


THE  INTERNATIONAL  SYNDICATE 


Baltimore,  Md. 


Metropolitan  Newspaper 
Service 


Maximitiau  Elstr,  Jr.,  General  Manager 
150  Nassau  Street,  New  York  City 


FarBrtn/ng  mdSiadtyl^vspapttv 

htcmatianal  News  Service 
V  WarU  Birfldhic.  N«w  York 


Some  Territory  Still  Open 


“My  Religion” 


by 

Arnold  Bennett 
Sir  Arthur  Conan  Doyle 
E.  Phillips  Oppenheim 
Israel  Zangwill 
Compton  MacKenzie 
H.  DeVere  Stacpoole 
Henry  Arthur  Jones 
J.  D.  Beresford 
Rebecca  West 


To  Be  Follotoed  By 
A  Symposium 

erf 

American  IVriters 


The  McClare  Newspaper  SyDdicale 


373  Fourtb  Avenue,  New  York  City 


The 

1925 

Wonder-Serial 


SANDY 


By  ELENORE  MEHERIN 
Author  of  “Chickie”  and  Other 
Popular  Hits 

(jet  the  best-selling  news¬ 
paper  serial  of  the  year — 
Ready  for  release — Wire  NOW  I 

KING  FEATURES 
SYNDICATE,  Inc. 


241  West  58th  Street 
New  York  City 


THOS.  W. 
BRIGGS  CO. 


Columbian  Mutual  Tower 

MEMPHIS,  TENN. 


CREATORS 
OF  LOCAL 
DISPLAY 
FROM  A  NEW 
SOURCE 


Onr  BuRiness  Review  snd  many  other 
feature  paKea  now  mnnini;  in  more 
than  80  leadtni;  American  and  C'an- 
ndian  newspapers.  Write  or  wire 
for  our  representative. 


■ 


Editor  &  Publisher  for  M  o  v  e  m  h  e  r  7  ,  1925 


A  BIG  PRODUCER, 

New  York  State 

IS  A  BIG  PURCHASING  POV/ER 


The  industrial  and  agricultural  leadership  of  New  York  State  is  well  known  to  manufacturers 
who  have  surveyed  this  territory  for  merchandising  distribution  and  sales  promotion. 

Factory  output,  diversity  of  manufactures,  the  number  of  industrial  workers,  average  of  earnings 
and  consumer  demand  have  been  computed  from  all  angles. 

Records  show  the  value  of  farm  lands  and  crops  and  the  quantity  production  of  the  various 
fruits,  grain,  vegetables  and  live  stock. 

As  a  dairy  State,  New  York  continues  to  hold  a  prominent  place  with  a  total  production  of  milk 
for  1924  of  6,900,000,000  pounds. 

The  commerce  flowing  through  the  New  York  State  Barge  Canals,  and  through  the  ports  of 
Buffalo  and  Oswego  runs  into  the  millions  of  tons. 

Total  resources  of  all  financial  and  banking  institutions.  State  and  National,  exceed  $  13,000 ,(yx),- 
000.  In  148  savings  banks  of  the  State  4,31 1,954  depositors  had  on  July  i,  1924 — $3,273,854,200. 
Hundreds  of  thousands  of  transient  travellers  are  constantly  .visiting  the  cities  of  the  Empire 
State. 


New  York  State  also  possesses  leadership  in  quality 
and  quantity  of  daily  newspaper  circulation.  The 
papers  listed  below  offer,  to  the  national  advertiser, 
marketing  and  sales  promotion  cooperation  that  can 
sell  your  product  through  the  local  merchant. 


••Albany  EvaninK  Newt . (E) 

••Albai.y  Knickerbocker  Preat . (K) 

••Albany  Knickerbccker  Preti . (S) 

•Amsterdam  Recorder-Democrat  . (E) 

tAubain  Cltixen  . (E) 

•Batavia  Daily  News . (E) 

tBinshamton  Press  . (E) 

•Brooklyn  Daily  Earle . (E) 

•Brooklyn  Daily  Earle . (81 

••Buffalo  Courier  and  Enquirer . <MAE) 

••Buffalo  Courier  . (8) 

ttBuffalo  Evtninr  News  . (E) 

••Buffalo  Eveninr  Times .  ..  ..(E) 

••Buffalo  8unday  Times . (8) 

•Buffalo  Express  .  (M) 

•Buffalo  Express  . (8) 

•Cominr  Eveninr  Eeader . (E) 

ttElmira  8tar-Oaxette  Advertiser . (EAM) 

tGeneva  Daily  Times . (E) 

•Gloversville  Leader  Republican . (E) 

•Ithaca  Journal-News  . (E) 

•Jamestown  Korninr  Post . (II) 

••Middletown  Times-Press  . (E) 


•Mount  Vernon  Daily  Argrus . (E) 

•Newbnrrh  Daily  News . (E) 

•New  Rochelle  8tandard-8tar  . (E) 

•The  8un.  New  York . (E) 

•Now  York  Times . (M) 

•New  York  Times . (8) 

•New  York  Herald-Tribune . (M) 

•New  York  Herald-Tribune . (8) 

•New  York  World . (M) 

•New  York  World . (8) 

•New  York  Eveninr  World . (E) 

•Niarara  Falls  Gazette . (E) 

•Port  Chester  Item . (E) 

•Pourhkeepsie  8tar  and  Enterprise . (E) 

tHocheater  Times-Vnion  . (E) 

•8yracuse  Journal  . (E) 

•Troy  Record  . (MAE) 

•  A.  B.  C.  8tatement.  8ept.  30.  IMS. 
t  Government  8tatement.  8ept.  30.  IMS. 

••  A.  B.  C.  8tatement.  March  31,  192S. 
tt  Government  8tatement,  March  31,  IMS. 


Editor  &  Publisher  for  November  7, 


92  5 


Eleven  Billion  Dollars  Worth  of 
Reader-Interest 

EARLY  eleven  billion  dollars  of  Amer¬ 
ican  money  is  invested  abroad. 

This  does  not  include  loans  to  govern¬ 
ments  whose  every  act  is  watched  by  a  thousand 
eyes,  but  inve^ments  in  private  enterprises  whose 
stability  can  only  be  gauged  by  accurate  general 
information  on  conditions  in  their  immediate 
surro  undings. 

The  safety  of  these  eleven  billions  is  interwoven 
with  the  daily  life  of  the  communities  which  are 
spending  it. 

The  beit  picture  of  these  communities  is  the 
“slice  of  life”  recorded  by  the  well-informed, 
interpretative  writers  of  the  Chicago  Daily  News 
Foreign  Service. 

These  “slices  of  life”  are  a  part  of  the  World 
News  of  Human  Intere^  distributed  by  The  Con¬ 
solidated  Press  Association  which  furnishes  1 00% 
exclusive,  supplemental  news  for  each  department 
in  a  newspaper. 

Write  for  our  new  prospectus. 

The  Consolidated  Press  Association 

Elxecutive  Offices,  Evening  Star  Building,  Washington,  D.  C. 

New  York  Chicago  San  Francisco  Paris 

Eighth  Floor  Fourth  Floor  Third  Floor  Fourth  Floor 

World  Building  Daily  News  Bldg.  Spreckels  Bldg.  1 9  Rue  d’Antin